M型社会背景下独立设计师家具品牌发展研究

Exploratory Study of the Development of Independent Furniture Designer Brand in M-Form Society

阐述了M型社会发展趋势下"中国创造"的意义,分别从独立设计师家具品牌的拥有者、目标定位与产品、营销渠道与宣传途径等方面分析了国内独立设计师家具品牌发展的特点,揭示了独立设计家具品牌,在面对M型社会提出的家具与服务品质提升需求时,所产生的不可忽视的重要作用,并指出独立设计师家具品牌可以通过区隔化产品以应对M型社会市场变化,采用嫁接制造企业等协同形式实现优势互补,不断强化自身特征与服务以匹配细分定位的目标用户等发展策略。

The significance of ＂Chinese Creation＂ under the development trend of M-form society was expounded in the paper.The development features of Chinese independent furniture designer brand were analyzed in aspects of the ownership,target positioning and products,marketing channels and promotion methods,etc.The considerable roles of independent furniture designer brands were revealed when confronting the growing demands of the furniture and its service qualities in M-form society.The development strategies of independent furniture designer brands responded the market changes in M-form society were put forth by means of product differentiation,collaborative innovation such as grafting manufacturing enterprises in realizing complementary advantages,continuously strengthening their own features and services in matching the target users based on segmentation and positioning,etc.