【作者】 王文雅；

【导师】 唐立华；

【作者基本信息】 中南林业科技大学 ， 设计艺术学， 2011， 硕士

【摘要】 “80后”正迅速成为当今家具消费的主流群体,研究他们的消费特征对家具行业的发展具有重要意义。本课题的研究目的在于探寻适应“80后”主流消费群体特点的家具产品设计和营销策略研究表明,“80后”主流群体的家具消费表现为追求时尚潮流、个性化、注重家具的性价比,追求方便快捷网络消费方式,注重情感满足、娱乐休闲和亲身体验的特点。针对“80后”主流群体的家具设计应注重时尚潮流性、体现现代简约和自然主义风格,具体表现为个性化、高性价比、可拆装、情感化、娱乐性、体验性的设计策略。他们喜欢造型与功能完美结合的多功能家具,倾向于实木材料和朴实自然的色彩,本文从功能、材料、造型、色彩四方面对家具的主要设计要素进行了研究。适应“80后”家具的营销策略表现为时尚潮流的品牌营销策略、量体裁衣的个性营销策略、高性价比的价格营销策略、快捷方便的网络营销策略、沟通交流的情感营销策略、感性共鸣的娱乐营销策略、情感共振的体验营销策略。营销策略的组合是有机的统一体,对特定的“80后”群体,应该采用更加合适的营销策略或各种营销策略综合运用。家具消费特点、家具产品设计和家具营销策略三者有着不可分割的联系。对“80后”这个群体消费需求的满足是研究的起点,也是终点。家具设计定位就是基于目标客户群的消费需求,而市场定位也要分析目标客户群的具体特点,设计定位决定市场定位,本文是从消费者需求到产品设计定位,进而确定市场定位及营销策略来分析的。更多还原

【Abstract】 The generation after 80s is rapidly becoming the mainstream of today’s furniture consumption group, the research of their consumption characteristics has important significance for the development of furniture industry. The objective for this thesis is to ascertain furniture product design and marketing strategy that are suited for "80’s" mainstream consumer group characteristics.Studies shows that "80’s" mainstream groups of furniture consumption characteristic. can be shown as following the fashion trend, pursuing personification, paying attention to the cost effective of furniture.they like convenient network consuming way, emotional satisfaction, recreation and experience feelings.In view of "80’s" mainstream groups of furniture design should be focusing on fashion trend, enjoy the contemporary simple style and natrue style.The specific performance as follows:personification, cost-effective, removable, emotional, entertaining and experiential design strategies. They like multi-function furniture with modelling and function combined perfectly, they tend to real wood material and guileless nature colour. This paper analyzes "80’s" favorite contemporary and contracted and naturalistic style, and the function, materials, modelling, colour main furniture design element were studied from four aspects.Adapt "80’s" furniture marketing strategies include fashion brand marketing strategy, gowns, cost-effective marketing strategy, convenient network marketing strategy and emotion promotion strategy focus on the spiritual needs. Emotional promotion strategy based on emotion, entertainment and experience.Marketing strategy combinations is organic unity.Adopt more appropriate marketing strategies or various marketing strategy comprehensively should be used for specific "80’s" groups.Furniture consumption characteristics, furniture design and furniture marketing strategy are a unified whole that cannot be intersected. The study to "80’s" consumer groups of consumption demand is starting point of the research, and the end point too. Furniture design is aimed to satisfy consumption demand of the target group of customers, and market positioning should be made before analysing the target customer’s specific characteristics too, Furniture design positioning determines the marketing strategy.This paper analysis from consumer demand to product design orientation to market position to marketing, research consumer trends, finally based on consumer trends to make product design and marketing strategy.更多还原