The Research On Relationship Between Marketing And Furniture Product

After highly developed for more than 20 years, the Chinese furniture industry is stepping into a new stage. Nowadays, the restricting factor in the development of furniture enterprises was not the productivity, but the efficiency of products design and marketing. Upscale furniture products are insufficient, while the middle and low grade furniture products are surplus. In order to change this unbalanced situation, some measures should be revised to improve the performance of the furniture product design and marketing.This thesis mainly researches the relationship between marketing and the principles, thoughts and methods of furniture products design and development. Referencing the frame of classical marketing theory, the author discussed the relationship between furniture products design and the marketing environment, consumer demand, product position, and 4Ps respectively.Grasping the whole marketing environments will be meaningful for the furniture product designers. By understanding the microscopic marketing environments, product designer would be clear about not only opportunities and threats that enterprises faced with, but also strengths and weaknesses that the enterprise have. Then author introduced two kinds of method that is often used in the industrial design field, to analyze the developing opportunities of furniture products.The products designer should always remain active and consistent passion for consumers' need, desire and demand. In this thesis three new qualitative analysis methods that can deeply acquire consumers' potential demands are introduced.The process of market position has three steps as following: market segmentation, market targeting, and market positioning. The product position experience two steps: design strategy positioning and product positioning. Market segmentation and market targeting is the foundation of product position. The method of product positioning successfully applies in furniture product design, which would be improved by a case about the pine furniture product development of HAVISION Furniture.