The Study On Mobile Phone Product Family Design On The Background Of Brand Differentation

The consumer diversity times and product homogeneity put forward higher requirements for product design. At present, many mobile phone brands need to solve a problem:how to make differentiation between mobile phone brands with effective product family design approaches and enable themselves to maintain the leading position in the market. Product family design ideas propose a solution for creating the brand differentiation:product family design idea is put the same series of mobile phones as "a family." In this family, the new generation and the previous generation are different but inter-linked; all products in the family have the same or similar design features. However, due to socio-cultural and fashion and other external factors also make the products has strong characteristics of the times.Therefore, this paper, from the angle of the product family, first defined the concept of product family. Second, clear the four elements of product family. Present the principle of the overall design of product family, brand strategy as the core, product design as a way of expression, the users' perception as feedback, cultural and popular element as an important frame of reference design principles.Third, it starts the correlated study between design features of mobile phone product family and brand and find out the family design characteristics which could impact the users to identify the important product. By combining focus groups and Likert scale survey methods tested consumer perception of the three mobile phone brands product family design and beginning a correlation test between the shape perception of the three mobile phone product family and their brand image.Finally it summarizes up the specific implementation steps of building the brand differentiation of mobile phones' product family.This paper summarizes the following conclusions by research:designers can create the effect of brand differentiation from design level by understanding brand strategy,researching the evaluation of the users'perception, flexibly using social and cultural's pop elements.