Duzhe E-book Reader Brand Value Position And Design

With the fast development of the digitization and networking, Chinese electric products face up a“big bang”pinnacle. Numbers of international electric brands rush to share the Chinese market pie, and Chinese domestic brands grow up quickly at the same time. Currently, electric reading product named e-book reader appeared and became very popular, which is based on the special read requirement under the refinement of consumer market. There are some bottlenecks in the area of e-book reader like international e-book reader brands competition, the replacement of similar function products, the same development model of domestic e-book reader brands, the digital environment of China and the product homogenization. Therefore, this article provides the way based on the brand and brand value to promote the position of e-book reader product.This article uses the analytical methods like questionnaire survey, deep interview, brainstorm, and generation position to survey the brand and abstract the brand value on the basic of the brand and brand value theory, then form the position net among trade, enterprise, product, and consumer. It applys the theory to e-book reader area and“Duzhe”brand and analyses the condition of brand competition and the pattern of brand development, dowses the position and advantage of“Duzhe”. After that, we excavate the“Duzhe”brand value and ascertain the aim consumer researched on livelihood morphology and design the product including the brand characteristic and brand value.The creative theory of this paper is that it combines the market and consumer to put forward the position net including trade, enterprise, product, and consumer. In practical, it analyses the area of e-book reader to help“Duzhe”to expand its brand, and it will be a reference for other enterprises as well. This study points out that Duzhe’s two development patterns are on the assumption of“content”, which means content is still the most important element on e-book reader. Generally speaking, the coalition between content and service is the outlet road of an e-book reader.