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Description随着国内消费和零售行业市场的快速发展, 我国消费者人群对文化及娱乐产品的消费呈现出“多样化”。作为玩具生产制造大国,中国玩具产量约为全球总产量的80%。为丰富玩具的内涵、提升玩具的产品附加值,近年来中国玩具企业纷纷探索新的品牌及产品规划,积极向“玩具 +IP (Intellectual Property)” 的模式发展。积木玩具作为玩具类目的的头部大品类,也在积极引入不同的IP,打造IP主题系列积木。B公司为中国原创积木品牌,创立7年以来全国销量遥遥领先,在打造公司原创IP的同时,积极引入中国及世界知名IP形象,打造不同IP系列的积木产品,吸引IP人群以及积木粉丝。由此IP的引入,IP+产品的组合对积木产品的销量的影响以及IP如何通过产品感知和价格敏感度影响用户的产品选择的研究对B公司的发展格外重要,同时也对积木同行业起到借鉴的作用。 本论文通过积木行业的调研分析来看IP+积木产品组合的趋势及积木公司的产品策略,同时通过文献的研究更好的理解IP对产品带来的附加值。通过研究B公司21年及22年1-3月产品销量(后续论文成文过程中可根据需要调整分析基础数据的时间段)数据和产品属性(IP属性,年龄段,平均销售单价,积木颗粒数,产品销售渠道五个属性)建立单因素与销量的一元回归分析及多因素与销量的多元回归分析模型,从而分析IP对积木产品销量的影响。同时通过调研问卷方式采集用户反馈的基础数据来分析IP如何通过产品感知和价格敏感度影响用户的产品选择。
ContributorsZhu, Weisong (Author) / Chen, Pei-Yu (Thesis advisor) / Chen, Xinlei (Thesis advisor) / Dong, Xiaodan (Committee member) / Arizona State University (Publisher)
Created2023
Description

Intellectual property (IP) is the lifeblood of the U.S. economy. Despite being an important motivator for innovation, IP laws and IP protections are largely unknown by most individuals outside of the legal field. The purpose of this work is to condense some of the most fundamental concepts in U.S. intellectual

Intellectual property (IP) is the lifeblood of the U.S. economy. Despite being an important motivator for innovation, IP laws and IP protections are largely unknown by most individuals outside of the legal field. The purpose of this work is to condense some of the most fundamental concepts in U.S. intellectual property law and describe them in an understandable way for non-lawyers. This thesis covers basic information on U.S. patents, copyrights, trademarks, trade secrets, and the ways in which they impact both science and society. Additionally, this thesis discusses the need for better IP education and presents a solution to this problem in the form of a partly completed draft for an educational book. The book itself is meant to illustrate how the research of this thesis can be utilized in introductory educational materials while also demonstrating the potential for presenting IP law concepts in a fun and visual way.

ContributorsFarmer, Bethany (Author) / Blanks, Zachary (Co-author) / Martin, Thomas (Thesis director) / Prosser, Eric (Committee member) / Irving, Tom (Committee member) / Barrett, The Honors College (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2023-05