成年人收藏復刻版玩具之研究-以變形金剛為例

Abstract

玩具，都是每個人童年時最想要的品項之一，玩具本身也具有相當大的流行性，也被歸屬在快速性流通消費品業，反觀之，過了潮流的玩具就變得價值開始降低，所以亦有人將其歸類在流行產業，而歐美日本擅長以卡通動漫來進行玩具的搭配行銷與推廣，因此也跨足到娛樂性產業，更藉由授權圖騰的方式，授權給許多不同產業但針對相同的目標消費對象的品牌產品進行相關產品的生產，因此整個娛樂產業彼此存在著相互發展的關係。但從近年來的玩具市場，尤其是成人的高價收藏性玩具市場開始出現變化，近年來從亞洲市場開始散發出一股懷舊風氣，紛紛推出以前版本玩具的重製版(甚至運用日文的”復刻”來表現其經典意義)，更是以高於以往原訂價的價格推出，收藏性玩具市場反而跟主流玩具產業的特性大相逕庭。本研究運用質化與量化分析探究出為何成人願意購買復刻玩具的動機因素，作為思考透過長期的品牌經營累積不僅可延長產品生命週期，也可作為經營玩具圖騰品牌延伸的良好課題。

Toys are one of the most desired items in childhood and very fashionable, is also attributable to the fast moving consumer goods industry. In the other hand, the value of toys over the trend will be starting to decline, so some people would be classified it in the fashion industry. Most advanced countries specialize in marketing toys with cartoon animation therefore also branched out to the entertainment industry. More by way of licensing its icon and imagery to a number of different industry products but for the same target consumer, the entire entertainment and toy industries each other is in the relationship of mutual development. However, in recent years toy market, especially in adult high-priced collectible toy market began to change from the Asian market exudes a nostalgic atmosphere, have launched a heavy plate of the previous version of the toy (or even the use of Japanese “Fukkokuto” shows the classic sense), even based on the price launch higher than in the past the original pricing. So the collectible toy market became very different with the characteristics of the mainstream toy industry. In this study hired qualitative and quantitative analysis to explore the motives and factors of adults willing to buy Fukkokuto toys. It is not only help to extend product life cycle by brand accumulation but also a good hint for toy branding management and extension.