| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-7页 |
| LIST OF ABBREVIATIONS | 第7-18页 |
| CHAPTER I INTRODUCTION | 第18-22页 |
| 1.1 Research Background | 第18页 |
| 1.2 Research Objectives | 第18-19页 |
| 1.3 Research Methodology | 第19-20页 |
| 1.4 Research Framework | 第20-22页 |
| CHAPTER II LITERATURE REVIEW | 第22-40页 |
| 2.1 Consumer Behavior and Product Design | 第22-30页 |
| 2.1.1 Consumer Behavior | 第22-23页 |
| 2.1.2 Factors Impact on Consumer Behavior | 第23-24页 |
| 2.1.3 Culture Impact on Consumer Behavior | 第24-26页 |
| 2.1.4 Consumer Behavior and Product Design | 第26-30页 |
| 2.2 Culture and Product Design | 第30-36页 |
| 2.2.1 Culture and Product Indigenization and Internationalization | 第30-35页 |
| 2.2.2 Indigenization and Product Design | 第35-36页 |
| 2.3 Domestic and Foreign Related Research | 第36-38页 |
| 2.3.1 Foreign Research Status | 第36-37页 |
| 2.3.2 Domestic Research Status | 第37-38页 |
| 2.4 Summary | 第38-40页 |
| CHAPTER III CASE DESCRIPTION | 第40-56页 |
| 3.1 Affect the Overall Chinese Children's Toy Market Consumer Behavior Factors | 第40-45页 |
| 3.1.1 Analysis of Chinese Children's Toy Market Consumers | 第40-43页 |
| 3.1.2 The Purchase Decision Process | 第43-45页 |
| 3.2 Electronic Education Toys Introduction | 第45-52页 |
| 3.2.1 Market Conditions | 第45-47页 |
| 3.2.2 Competitors | 第47-48页 |
| 3.2.3 Sales Channel | 第48-52页 |
| 3.3 VTech Overview | 第52-53页 |
| 3.3.1 Flagship Product | 第52页 |
| 3.3.2 Profiles | 第52页 |
| 3.3.3 Famous Brands | 第52-53页 |
| 3.4 Problems of Vtech Electronic Toys Encountered in the Chinese Market | 第53-55页 |
| 3.4.1 High Brands Visibility Abroad, but Low Brand Awareness Domestic | 第53页 |
| 3.4.2 Low Domestic Market Sales, Low Market Share | 第53-54页 |
| 3.4.3 Most of the Products Feature Attraction is not High for Chinese Children | 第54-55页 |
| 3.5 Summary | 第55-56页 |
| CHAPTER IV CASE ANALYSES：Empirical Analysis of the Survey Questionnaire | 第56-67页 |
| 4.1 Research Design | 第56-57页 |
| 4.2 Research Operations and Data Collection | 第57-61页 |
| 4.2.1 Pre-survey | 第57-60页 |
| 4.2.2 Formal Survey | 第60-61页 |
| 4.3 Data Analysis | 第61-66页 |
| 4.3.1 Analysis of Survey Results | 第62-66页 |
| 4.4 Research Conclusions | 第66-67页 |
| CHAPTER V SUGGESTIONS | 第67-69页 |
| 5.1 Follow Domestic Cultural Trends | 第67页 |
| 5.2 Build Toy with Chinese Characteristics | 第67页 |
| 5.3 Brand Marketing Worth the Value | 第67-68页 |
| 5.4 Toys Price Suits for Chinese People | 第68-69页 |
| CHAPTER VI CONCLUSIONS | 第69-70页 |
| REFERENCE | 第70-72页 |
| APPENDIX | 第72-75页 |
