Children Furniture Brand Positioning With Differentiated Value Proposition Oriented

In the period of new normal,a new generation of information technology penetrate extensively,promote the key field keeping breakthroughs and blend that makes the change of furniture industry.Cooperation intelligence greens service and so on will be core values of furniture industry.Among of them,the children furniture industries will be also faced with opportunities and challenges.Implementation of the separate two-child policy and the influence of traditional culture of children as the center makes the children furniture expanding share of the market.Because the products of children furniture enterprise more or less the same and the lack of core value,the industry must Build a unique value proposition.Customer value proposition is the core elements of the business model,In the trade of similar products,enterprises adapt to the new economic normality only if the value of innovation and develop differentiated customer value proposition.Based on the existing theory as the guide,this article uses the literature research, induction and deduction to analysis the Connotation of customer,customer value,customer value proposition,the theory of difference fully and deeply.Analysis the importance,the basic characteristics,elements, design requirements of different value proposition, and put forward the design steps of differential customers value proposition. Through the Potter five forces analysis model, analysis of the competitive situation of children furniture industry. The design method is applied to the practice of enterprise, analysis the survey data exploratory to study the characteristics of children furniture consumers and users, and search the different elements of children furniture market,combining with market research, explore the future different elements,Through the enterprise capability assessment, determine the possibilities of different elements to achieve. Finally, through the case analysis, demonstrate the feasibility of differentiated value proposition design method. And using a combination of the theory and Practice to provide a reference method for children furniture industry of establishment differentiated value proposition.