Research On Ethnic‐group‐product Design Planning

The globalized market economy is a chance, and it is a challenge as well. For most companies, the main problem of enterprise competition is how to fulfill consumers’ needs and how to attract potential consumers and keep them staying. Under the premise that the profit of enterprise would not be affected, the main mode of competition has been changed to produce the goods which is personalized by consumers’ needs. Moreover, the core competitiveness are product planning and product external image value.Product planning is the essential way to promote enterprise value, acquire user acceptance and long-term development of enterprise. In recent years, the main researches of planning are mainly focused on explore methods and theory construction, while the application of specific planning method, especially the for specific area and specific group of products, has not drawn enough attention yet. This dissertation is based on the theories of Design Studies, Sociology and Economy Management, and gave the examples of mobile phone designing, also explored the essence and influence factors of produce planning, and conclude the image characteristics of group products, at the last, the prediction of development of groups products in the future would be given. In this dissertation, the case of Nokia and Nokia Lumia has been studied which mainly focused on the group products and product line. This dissertation mainly analyzed how Nokia decided their products line strategy by product planning and how product gene affect Lumia group products. What’s more, the dissertation based on present group products planning characteristics and refine the product gene of Lumia to test whether the strategy Nokia has chosen is correct or not. The conclusions of this dissertation are as follows. Firstly, analyze the trends and experience of Nokia product planning, conclude its planning gene, dissect its variable factors to test whether the process of product planning of Nokia is reasonable. Secondly, to analyze the Lumia product groups and refine the gene and variable factors of planing, then base on the gene and variable factors to obtain the characteristics of Lumia products group, then according to the theories of gene and variable factors to give future trend of Lumia products group. Due to the fact that there are many variable factors in this whole constructions, the preciseness of this dissertation may not as much as we expected, but would not be able to affect the whole results.