Research On New Product's Design Positioning

Positioning a new product in the right way at the very beginning of designing is the key point for the new product to achieve success while it is announced to the market. We will discuss how to create a right position for a new product and how to turn it to meet the real application.Necessary theory is studied at the beginning of this thesis. Firstly we clarify the concept of the product by analyzing the whole product's composition; secondly emphasize the original idea of the product positioning based on the mutual relationship between the product and the positioning; then picture out the whole concept of the product tactic in the market. Therefore this thesis is composed of product composition analysis and the mutual relationship among all the portions. Above-mentioned created the theory foundation of the later probe.To get a clear guideline to position the product, we need to present a comparative advantage concept after analyzing product niche and application limitation, which are study of its internal advantage, demand and competitiveness. This comparative advantage must meet the reality and achieve the effectiveness.For the time being, the process to position the product design is to: 1. define the market segments; 2. clarify target market; 3. make sure comparative advantage; 4. position the product. Considering the real situation of Chinese local enterprise and possible problems occurred during the real operating process, this thesis will study these real problems and accordingly present the right solution package.Product positioning should be combined into the process of product development. Nowadays demand-oriented design concept usually determines the direction of product development. This method has some progressive meaning, and it also has some limitation under present competition situation. On the contrary, the comparative advantage design concept will gather together the consideration of consumer, producer and competitor, and determine the design strategy and design focus based on product maturity.At last, we finalize all the described problems in this thesis and provide necessary suggestion for the follow-up job arrangement.