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To design driven innovation strategy furniture firms, diversified product design can improve the market competitiveness on the one hand, and may cause the disturbance of the brand identity and the increase of production cost on the other hand. How to effectively reduce the production cost on the premise of increasing product diversity and remaining the brand identity is one of the major challenges faced by the modern furniture manufacturing enterprise. In this paper, a total of 199 types of chair products from 8 international well-known furniture enterprises were selected as research objects. Case studies were applied to investigate the relationship between the three indicators mentioned above. On this basis, modern chair innovative design approaches and corresponding realization paths were discussed.
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