Product Development Research of Rayban Based on Chinese Market
|Course||Mechanical Design and Theory|
|Keywords||brand management Ray-ban glasses designing and researching tool|
As the development of Chinese economy and people’s living quality, a large number of international brands had realized the huge opportunity in Chinese market. Their entry into Chinese market has made the competition more fierce. Pure functional product cannot meet consumers needs any more, because they started to chase emotional and experience products. Our country is in the change from product economy, service economy to experience economy. Confronting this situation, if product design still stay in the former place and separate from brand management, the value of design would be affected.After the research of brand management, marketing and product strategy, this essay bring forward a joint tool of brand management and product development. Studying from the analysis of the market and the brand as well as the research of product development, the tool of market analysis and brand strategy system analysis are established, and the bridge between brand strategy and product development is established too. This tool can be used in product development to ensure that the new product is well-directed, more functional and more competitive in this changing market.The tool of product development research includes the analysis of the market, the analysis of brand target system and position of product strategy. The analysis of the market includes the analysis of competition trend and consuming trend. The analysis of brand target system is divided into two parts:the current brand strategy and the future strategy. The tool of product strategy positioning can be used to analyse products of other brands and choose the essential product elements.At last, the tools mentioned above are applied in Chinese eye-wear market. Choose Ran-ban as an example to analyse the market of Chinese glasses market and brand target of Ray-ban in China in order to research the positioning of Ray-ban eye-wear development.