Research Of Product Design Strategy Based On Consumer Value Advantage

Continuous vitality of enterprises lies in the customers. Only when the companies'products and services meet the customers'expectations and the companies can be effectively considerate for the customers, will the customers buy your products and services. It has become one of the origins of competitive advantage which makes the enterprises the most difficult to go beyond that how to obtain customer value advantage and transform them into unique competition ability of the products in the process of product design and development. Results of the customer value research will be used in the product design strategy in the product development stage; that is to reduce the risks of product development and improve the competition ability of their products to ensure that enterprises remain competitively endurable. Therefore, the studies of product design strategy based on customer value advantage have far-reaching theoretical and practical significance.This research based on the studies of researchers at home and abroad about customer value advantage, proposes the concept and assumptions of conceptual model of the evaluation of product design strategy advantage based on customer value advantage combined with the status of product design and development with reference to the relevant results of theoretical researches. The studies of product design and customer value is fundamentally the same in the sense that they both improve their competitiveness by regarding consumer experience as subjects of the studies and improvement of the products or services as the way to raise consumer satisfaction. Nineteen generally applicable product design strategies which can have significant impact on customer value advantage are summarized as the dominant factor of the evaluation of customer value advantage after questionnaire design, data collection, sample survey questionnaires, using the statistical software SPSS13.0, data processing of researches and analysis and test and verify the assumptions by means of factor analysis, correlation analysis and multiple regression analysis. A method is proposed that identify and evaluate product design strategy from the perspective of the customer value advantage and guide the design development and business operation according to the researches'results. Finally, the suggestion of customer value advantage of which the aim is to improve product design strategy by case studies of about 300 mobile phone users after using the method based on customer value advantage proposed by this study, summarizing the customers'customer value advantage to mobile phone as well as analysis of the data processing.In this study, a theoretical basis is provided for enterprises to understand changes in customer value, thus improving the Customer Value Theory in China and beneficial for the rapid development of China's enterprises.