基于用户调查的彩色笔开发策略研究

Research on the Development Strategy of Color Pens Based on User Investigation

通过对彩色笔用户的调查，了解用户使用彩色笔的习惯，用户对彩色笔的功能需求、对造型风格的喜好、以及购买时的行为特点，为中国制笔企业提供彩色笔开发策略和设计方向。本次调查采用文献阅读法、深入访谈法、观察法和问卷调查法，目标用户包括10～28岁有彩色笔使用经验的用户。经过对调查数据整理、统计和分析，提出彩色笔开发策略：注重彩色笔的附加功能设计，造型风格符合目标用户喜好，产品色彩系列多样化。

On the basis of investigation on the color pen users, it made a research on the user habit of using color pens, user desires for the function of color pens, preferences of form style as well as the behavior characteristics to buy color pens, laying foundation and direction for the design of color pens for Chinese pen manufacturers. The methods of documents reading, in-depth interviews, observation and questionnaire have been adopted in this investigation, whose target users including those aged 10~28 who have experience in using color pens. After organization, statistics and analysis of investigation data, it put forward a development strategy of color pens, i.e. emphasizing on the design of additional function of color pens, meeting preferences of target users in terms of form style as well as diversifying the series of product colors.