Wedgwood사의 디자인 브랜드차별화 전략에 관한 연구

Abstract

The developments of product design and technique have aroused the diversified customers' interest. It has been noticed as more important process how to observe and analyze the consumers' desire and taste to have right evaluation in marketing part. Besides, selection of target customer becomes raising hot topic in establishing the marketing plan since enterprisers realized that the consumers are more understanding of the brand than the corporate image. Therefore, it is necessary to satisfy these detailed conditions such as scale, appropriateness, access possibility and unique marketing strategy to have the right selection of the target market. As we meet the diversified age, the consumer's buying interest has swiftly been changed. The new production method has been perusing for "broad species and small quantity of the product"than mass production since the durability of the Product becomes shorter. The consumer takes serious view of the quality of the life as the life becomes stable and equalized. The product design is the key to dispose of the business. The product development, design strategy foundation and differentiation are necessarily required, because the brand of the product is more easily recognized by the consumer than the image of the company. These consumers tend to spend money on top quality of the products. In other words, enjoying self-satisfaction and regarding it as symbol of social Position and wealth through purchasing rarity value product are common denominator. Wedgwood, England's finest china company has perused its practicality and artistry never missed its positioning in the world for 240 years. The founder, Josiah Wedgwood achieved product differentiation and has been judged as the great person who devotes himself on blending the art and industry. Besides, he made the consumer to understand the importance of the brand and created the higher value through the brand value. This main thesis is generally working with the synonym of luxury goods-Wedgwood and studying on design ＆ brand differentiation strategy. It also tries to suggest differentiated success factors by comparing and analyzing the strategy of other brands- Rosenthal and Noritake.