The changes of the times and the progress of science and technology make the social needs of different social needs to be revealed. A variety of office, learning, entertainment form gave birth to the home office furniture. Material abundance makes the consumer market from the popular market gradually to the diversification, the fine differentiation of the market to promote. Through the analysis of the characteristics of the target consumer group and the demand, the home office furniture can get a relatively clear definition and market positioning, which lays the foundation for the product development and design.
Market analysis of the concept of Home Office
　　
Because of the revolutionary change of the mode of information transmission, people's work and study methods have become diversified. In the information age, people only need to be in the network coverage, they can carry on the daily work. Remote office and mobile office, in way of important work which is based on the traditional office outside of the home office has become a, these new office affects people's life, and changed people's way of life, even the habitual way of thinking. The relationship between work and life is becoming more and more integrated and inseparable. Home office furniture is the product of this trend. Mass production of generic products can not meet the needs of the current people's individual needs, the past office furniture, study furniture can not adapt to the information age of the work and life needs. Home office furniture should be based on the analysis of the status quo and characteristics of the summary, to meet the new needs, development and design of a distinctive feature of the furniture category.
　　
First, the definition of the concept
　　
Home office furniture is a new thing, there is no authoritative definition of it, but the family office furniture as a new member of the furniture market, has great potential for development, and a wide range of applications. For the concept of home office furniture, can be defined from three aspects.
Home office furniture attribute definition: due to the development of society and the progress of science and technology of the dual factors, the office furniture appear new characteristic, namely "anytime, anywhere" office, "poly casual office, then home office furniture arises at the historic moment, from this perspective, this kind of furniture is to change the form of the office product, essence still belongs to the category of society, belonging to a type of office furniture. On the other hand, it is also due to changes in the form of office, the office of the environment in the home, the family office furniture is bound to meet the special requirements of the family, and home environment to coordinate. Naturally, this kind of furniture also belongs to the category of the family and the individual, belongs to the part of home furniture. Therefore, the family office furniture belonging to the intersection of social category and family, personal category, with the dual attributes of office furniture and home furniture.
The definition of the function of the home office furniture: the home office furniture from its generation of view, the office or the work is its greatest functional requirements. However, the use of such furniture in the family or the home of the power center, learning center, entertainment center, more than simply office furniture to meet the needs of more functional.
The definition of the space environment of the home office furniture: there is no doubt that the home office furniture is mainly used in the family room, its shape, color, material must be consistent with the style of the modern home. And, as a result of universal family work, learning space is limited, this kind of furniture should make full use of space, the whole is more compact, that is, to accommodate a certain number of office equipment, but also set aside space to do other things.
　　
Two, market positioning analysis
　　
Known for the marketing of the marketing management analysis, planning, implementation and control, "the authors" Bible ", world market marketing study of authority philip.kotler market is divided into five levels of Conghua marketing, market segmentation, marketing to fill a vacancy, the localization of marketing and individual marketing by. Among them, the mass marketing is refers to the market by the enterprise dominant, enterprise production of one or several specifications of the product, the public has a limited choice, and even no choice but to carry on the consumption. At this time the market is there and no problem. With the reform and opening up, economic development, rich material products, enterprise products from the vacancy to excess. Now the Chinese furniture industry is in a period of "marketing". Market segments by a large number of identifiable categories of consumer groups on the market. Home office furniture is to deal with a specific market segments of the product. In order to understand the current situation and market demand of home office furniture, the author conducted a certain range of market research, and analysis of the investigation of the situation, summed up some of the characteristics of the status quo. According to these characteristics can be for the home office furniture in the market positioning, that is, for this type of product in the furniture market segments described.
Target consumer groups are divided into the following categories:
First, working full-time at home;
Second, at home to complete some work;
Third, at home to learn;
Fourth, at home entertainment.
Home office furniture market is described as: new technology development under the premise of the new work, lifestyle design to the home office furniture.
　　
Three, the demand for home office furniture
　　
According to the survey, this article puts forward four characteristics of the family office furniture: 1 families of multi functional centers, 2 users of diversity and intimacy, 3 of the use of equipment diversity, 4 space limitations. In view of these characteristics can be in the home office furniture design needs to follow the characteristics of the following.
(a) function compounding and simplification
Home office furniture is the work center of the family, learning center, entertainment center, communication center and power center. Is a product of a collection of a variety of functions. Under the premise of limited family space, these functions are combined together to form a new complex function. A product can't do exhaustive, so in the design should be according to the characteristics of the use of different functions, to retain the necessary, delete dispensable things, reduce configuration, which can be to highlight the features of the home office furniture, product highlights and sales to increase the selling point.
(two) affinity and home based
Home office furniture with respect to the traditional office furniture biggest difference lies in their use of the environment is different, the home office furniture tries to get rid of the traditional office furniture rigid, depressing feeling, for their own set up a new image. In the atmosphere of the family reflects the characteristics of friendly and affinity. In the previous section of the home office furniture market positioning has been analyzed, the small group of office environment appears to pursue the trend of relaxed atmosphere. Home office furniture to the characteristics of the household is able to cater to this trend.
(three) personalization and standardization
Home office furniture of the target consumer group is a group of the pursuit of success ahead, the pursuit of personal value embodiment of the crowd, they hope to personality embodied in the consumption and use of the product, with personalized products to show their aesthetic attitude, plump own image, in order to coincide the characteristics of their social class and the realization of personal value. Furniture products not only to meet the requirements of enterprise scale production, but also to meet the needs of individual consumers is a thorny issue. But this one can always be used to solve the standardization system of furniture design and production, so that both the producer and the user can be satisfied.
(four) to move and not to move
Home office furniture is moving and does not move with the indoor housing for the work of the study area directly related to the use of. However, this factor should be different from each situation, a lot of variables, can not do a unified measure. Further, dynamic and real for the same kind of products and not the relationship between life and death, on the contrary, the two can coexist in a product. In the home office furniture, while reflecting the two concepts of moving and not, because of the use of this kind of furniture is more, is a composite function of the product; it is because the actual use of the relative limitations of space. In the design to make best use of the space, the full utilization of indoor facade, cut the principle of plane area, part function by binding to the facade up as the real part, will account for the plane area of the largest desktop as part of the dynamic, in order to adapt to the requirements of different use.
(five) simplicity and Modernity
In the author's survey, the love of simple, modern (divided into two) furniture style of the survey base of 89% (the remaining two for luxury and retro), which is a guide to the significance of the data. The new generation of consumer groups mostly recognize the design of modernism and the style of the new modernism. Simple design language filled in various fields and become a trend, which is the embodiment of modern rationalism. However, in the end, "less is more" or "less is boring" here did not discuss the meaning. For the design of the home office furniture, simple is the mainstream. After all, the minimalist design can effectively use resources to avoid waste.
(six) durability and safety
In the survey, the survey object that the computer desk is now quite poor and without use. The chair did not take two days and the wheel was lost; the drawer of the track would never be closed; the printer would work and the furniture would follow. Although this is only a few kinds of furniture and factory problems, however, improve the durability and safety of home office furniture must be done.
To define the concept of home office furniture and market positioning analysis is helpful to the enterprise in the development of such products clear objectives, grasp the market demand and trends.