Furniture Product Design And The Response Of The Established Brand Objectives

With the durative and smooth development in more than 20 years, the furniture industry in China which once belongs to the traditional handicraft industry now has come into a modern and fast-stepping phase. But in this phase, the furniture corporations also have to be faced with some new challenges, especially the brand management.This paper focuses on the product design and development of the furniture which is aimed at the goal of the brand development. By looking for methods on design commercial products, the furniture corporations will be given some solutions in bringing the brand stratagem into effect.Firstly, the basic and systemic knowledge of brand and furniture brand is essentially advanced; include the definition, the identity, the relationship between brand and product, character of furniture brand, the relationship between consumers and furniture brands, and the effect of product design for advancing the brand. With all, we can expand our ways in comprehending the positioning of brand.Secondly, researches are made in this paper in order to get things in details in the design process. With the qualitative approach of analysis in two typical corporations, we face to these problems happened in the process, such as the products are learned much on the fad and copied much on the products of competitors; also the design progress is not well-ordered. In order to solute these problems, the product development model in furniture design is brought out on the basis of knowledge in brand management, product development, and some experience of the author in furniture design life. This model makes up of three sections, which are the comprehending of brand positioning, the product development system, and the practice in design. In addition, the factors of consumer and market are also emphasized. In the paper, a method of"5W1H"is used to recognize the relationship among the three sections.Thirdly, three sections of the product development model are set forth in details. First of all, comprehending of the brand positioning, knowing well of the positioning of target marketing and target consumers, are first and foremost. And the analysis on fad and competition can be regarded as information for creating design, but not the most important one. Meanwhile, the effect of technology and some other factors from society should not be neglected. Next is the product development system, which supports the working in design process transversely. In order to ensure the product design is true of the brand positioning, some statistics such as samples will be used to get information, and later on the design target will be oriented and concept made out, so the strategy comes out. At the same time, design management should be carry out, the plan laid out, and the methods about PERT should be operated in the process, and VA also for evaluating the design. So the product development system can organize the process and can dominate the cost and resource of product design and...