Academic Journal of Business & Management, 2025, 7(12); doi: 10.25236/AJBM.2025.071203.
Yixin Han, Xin Song
Business School, University of Shanghai for Science and Technology, Shanghai, China
As a collection that integrates art design and trendy culture, the core value of trendy toys lies in emotional resonance and social attributes, mainly for adult consumer groups. Although China's trendy toy market is currently expanding rapidly, it still faces development bottlenecks such as empty IP content, over-reliance on blind box models and market speculation in the analysis of the current situation of the industry. Based on the theoretical framework of the addiction model, this paper takes college students as the research object and explores the internal mechanism of their consumption behavior through questionnaire survey. This study analyzes the four stages of triggering, action, and variable rewards and investments, revealing the key roles of emotional demand and social impact in the trigger stage, the driving mechanism of motivation and convenience on purchasing behavior, the synergistic effect of uncertainty reward and IP innovation, and the solidifying effect of multi-dimensional user investment on brand loyalty. On this basis, this paper puts forward corporate strategic suggestions from the aspects of emotional reach, decision-making path optimization, content ecological construction and technology empowerment, aiming to provide theoretical reference and practical path for trendy toy companies to shape sustainable competitive advantages.
Corporate Strategic Management; Addiction Model; Marketing Strategy; Consumer Behavior
Yixin Han, Xin Song. Trendy Toy Market Strategy Analysis Based on Company Strategic Management. Academic Journal of Business & Management (2025), Vol. 7, Issue 12: 17-25. https://doi.org/10.25236/AJBM.2025.071203.
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