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The Study on Mobile Phone Product Family Design on the Background of Brand Differentation

Author: ZhuRan
Tutor: ZhangLingHao
School: Jiangnan University
Course: Art of Design
Keywords: Product family Brand differentiation Cell phone product family design
CLC: TN929.53
Type: Master's thesis
Year: 2010
Downloads: 143
Quote: 0
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Diversified consumer era and phone products homogenization of the accelerated pace of modern mobile phone product design put forward higher requirements . How to differentiate between mobile phone brands manufactured by effective design means , to obtain a leading position in the mobile phone brands in the market , which is the urgent problem of the many mobile phone brands . Product family design ideas for the manufacture of brand differentiation and the thought of a solution : product family design phone products in the same series as the \In this family , the only differences between the new generation of products with the previous generation of products but related to all products in the family have the same or similar design features , but due to the influence of external factors, social and cultural as well as fashion and makes each product within the product family with a strong geographical characteristics of the times . Therefore, from the point of view of the product family to cut that first defined the concept of the product family . Secondly , a clear four elements that constitute a product family designed and put forward the principle of the overall design of the product family : as an expression of the way as the core brand strategy , product design , as perceived by the user as a feedback , socio-cultural and popular elements as an important frame of reference . Once again, for the cell phone product family design style imagery and brand association studies identify important design characteristics can influence the user to identify the product family . The combination of attitude by the Focus Group total plus scale test method to investigate consumer perception of the product family situation of the three tested mobile phone brands ultimately summed phone product family design build concrete steps . This paper studies summarized designers understand the brand strategy , research users overall perception of the product family evaluation , design research can achieve the effect of brand differentiation manufactured from the design level of flexibility in the use of the social and cultural elements and popular elements .

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CLC: > Industrial Technology > Radio electronics, telecommunications technology > Wireless communications > Mobile Communications > Cellular mobile communications systems (mobile phones, mobile phone handsets )
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