摘要:本论文运用观察法和调查法，从顾客、肯德基两个角度对免费玩具的态度与期望进行了研究。通过对顾客的调查及访谈得知，幼儿偏好形象夸张、色彩丰富的卡通玩具，较少关心功能；而家长在材质上青睐于木质玩具，功能上倾向益智类玩具；通过对肯德基的调查沟通得知，肯德基希望通过玩具开拓儿童市场，并设定不同等级玩具，以促进消费。研究者建议：顾客应合理选择儿童玩具，不能因为免费就忽略玩具该有的安全性、可玩性及教育性；肯德基在保证经济利益的同时多从教育及心理学的角度设计开发玩具，使儿童在游戏时获得更多的发展。

关键词：商业机构 儿童玩具 玩具消费 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

如果按玩具的适用年龄分类，玩具可分为儿童玩具、成人玩具和老人玩具三大类，其中儿童玩具的市场占有量最大。随着商业餐饮机构（如肯德基）发展速度的加快，消费者对洋快餐需求的增加，作为餐饮机构为吸引儿童消费而一直存在的免费玩具，被越来越多的儿童所拥有。家长为孩子添置新玩具时，获得餐饮机构附赠玩具这一途径虽不是首要的，但吃儿童餐就有玩具拿这一观念已根植在大多数消费者脑海中。只是，获得的这类免费玩具自身可玩性、教育性价值有多大，对儿童带来的正负面影响占多少，社会似乎并不重视。幼儿往往会因为玩具而执意选择并不太健康的油炸食品，可若拿到手的玩具并不能为幼儿的身心发展提供帮助，则是双重损失。

   肯德基玩具多为摆设类玩具，即放在桌面上简单的转个圈等，操作性较差。可能会让幼儿失去耐心，助长喜新厌旧的习惯。由于所提供的玩具不能够分年龄段呈现，幼儿家长在购买儿童餐后没有选择玩具的权利，只能等到新的玩具发放时，将未拆封的旧玩具去营运餐厅分更换新的玩具。