Research Into Product Design Evaluation System Basing On Brand Strategy

After 21st century, as the global manufactory, China, who faces the competition between domestics and foreign imports growing fiercer all the time, appeal for transformation and upgrading of industry's value chain. Meanwhile, some enterprises based on OEM working attempt to transform to OBM and take one seat in the competition with an independent brand. Development of technology make products become more homogeneous, so design style and brand value of products become key factors to winning market competition. The value of the brand and cultural speciality depend heavily on the last product, and an effective brand strategy will create a unique identity that will differentiate from the competition. So brand strategy must run through the whole product design process. In this process, how to improve the product design evaluation system, and assessment product design to accord with the brand strategically? How to guarantee the implementation of brand strategy? These are the main content of this thesis.This treatise starts with the analysis of key elements of evaluation system of product design, and then I expound the main contents of the theory of this system. With analysis of the relation between brand and design style, I expand the main research direction to the evaluation system of product design based on brand strategy: Evaluation standard of product design based on enterprise's brand strategy, and the evaluation matrix which keep the brand strategy implementing.From a single product brand awareness level, analysis of competitors and customers demand, with their own strength, a difference of brand value and brand consistency of style, build brand of sustainable development model. As the basis for developing effective differences in the standards of product design evaluation and positioning of the brand value differences within the framework of a brand different forms of breakthrough, the further development of brand style of maintaining consistency of product design and implementation of standard assessment method. For the enterprise brand strategy based on product design evaluation criteria established methods and its realization, the enterprises under their own brand characteristics of the product design to establish evaluation criteria, to reflect and to promote the development of brand strategy. Then starting from the management level, in the product design process, clearly enterprise-level organizations, including enterprise-level, the design department level, the designer level and the level of relevant departments, such as in product design evaluation process in its own position, and in the planning, organization and implementation. Supervise all the main responsibility for the assessment phase and assess the scope of product design evaluation. All these provide the product design evaluation matrix based on the brand strategy of the enterprise to ensure that the brand strategy in product design in the process of effective implementation.