摘要:本論文運(yùn)用觀察法和調(diào)查法，從顧客、肯德基兩個(gè)角度對(duì)免費(fèi)玩具的態(tài)度與期望進(jìn)行了研究。通過(guò)對(duì)顧客的調(diào)查及訪談得知，幼兒偏好形象夸張、色彩豐富的卡通玩具，較少關(guān)心功能；而家長(zhǎng)在材質(zhì)上青睞于木質(zhì)玩具，功能上傾向益智類玩具；通過(guò)對(duì)肯德基的調(diào)查溝通得知，肯德基希望通過(guò)玩具開拓兒童市場(chǎng)，并設(shè)定不同等級(jí)玩具，以促進(jìn)消費(fèi)。研究者建議：顧客應(yīng)合理選擇兒童玩具，不能因?yàn)槊赓M(fèi)就忽略玩具該有的安全性、可玩性及教育性；肯德基在保證經(jīng)濟(jì)利益的同時(shí)多從教育及心理學(xué)的角度設(shè)計(jì)開發(fā)玩具，使兒童在游戲時(shí)獲得更多的發(fā)展。

關(guān)鍵詞：商業(yè)機(jī)構(gòu) 兒童玩具 玩具消費(fèi) 玩具功能 肯德基

Abstract:This paper try to use observation and investigation method to find out consumer' attitude and exception to free toys from consumer and organization-KFC's point of view. Through the surveys and interviews for toys consumers that Children prefer the image of colorful cartoon toys without the function. Parents favor the material on the wooden and functions tend to educational toys.  Through the survey and communication of Kentucky that it hopes to develop children's toy market by toys, and set different levels of toys to promote the consumption. The researchers suggested: the customer should have a reasonable choice toys for children, not as free to ignore some of the toy safety, playability and educational. Kentucky Fried Chicken, while ensuring the economic benefits of education and psychology more from the perspective of design and development of toys, get children have more development opportunities in the game.

Keyword: scommercial organizations, Toys, the consumption of toys, the function of toys, Kentucky Fried Chicken

如果按玩具的適用年齡分類，玩具可分為兒童玩具、成人玩具和老人玩具三大類，其中兒童玩具的市場(chǎng)占有量最大。隨著商業(yè)餐飲機(jī)構(gòu)（如肯德基）發(fā)展速度的加快，消費(fèi)者對(duì)洋快餐需求的增加，作為餐飲機(jī)構(gòu)為吸引兒童消費(fèi)而一直存在的免費(fèi)玩具，被越來(lái)越多的兒童所擁有。家長(zhǎng)為孩子添置新玩具時(shí)，獲得餐飲機(jī)構(gòu)附贈(zèng)玩具這一途徑雖不是首要的，但吃兒童餐就有玩具拿這一觀念已根植在大多數(shù)消費(fèi)者腦海中。只是，獲得的這類免費(fèi)玩具自身可玩性、教育性價(jià)值有多大，對(duì)兒童帶來(lái)的正負(fù)面影響占多少，社會(huì)似乎并不重視。幼兒往往會(huì)因?yàn)橥婢叨鴪?zhí)意選擇并不太健康的油炸食品，可若拿到手的玩具并不能為幼兒的身心發(fā)展提供幫助，則是雙重?fù)p失。

   肯德基玩具多為擺設(shè)類玩具，即放在桌面上簡(jiǎn)單的轉(zhuǎn)個(gè)圈等，操作性較差。可能會(huì)讓幼兒失去耐心，助長(zhǎng)喜新厭舊的習(xí)慣。由于所提供的玩具不能夠分年齡段呈現(xiàn)，幼兒家長(zhǎng)在購(gòu)買兒童餐后沒有選擇玩具的權(quán)利，只能等到新的玩具發(fā)放時(shí)，將未拆封的舊玩具去營(yíng)運(yùn)餐廳分更換新的玩具。