The Research On Construction Of Product Identity System

In today's highly competitive society, product plays a leading role in consumption market. It's considered the key medium in communication with users, and the keystone of brand. The construction of many local brands' image nowadays, however, still stays on a superficial level, which oversees PI, but over-emphasizes the propaganda of VI. It only solves the problem of venture packing, the underlying product experiences are almost the same. Some companies take a narrow-and-shallow strategy, only innovating some independent products, as makes chaos in product image, no saying of Identity. This thesis focuses on these disturbing factors, constructs the PIS for companies through researches, surveys, successful case analysis and application to practical design.This thesis probes into the content of PIS, clarifying the position and role of PI in CI system, on basis of relevant theoretical research on cognitive psychology, originally bringing up the three main components of PIS, which are PAI, PEI and PLI. This article then expatiates PIS by bringing in the "PI Tree", which divides the levels of one company's different products, but also helps the production control and management from a holistic angle, leading to a sharp-cut brand image. Otherwise, based on detail investigation of ventures, market and consumers, using the tree as a comparison to PIS, it originally raises the PIS constructing schedule and method, which can be concluded as "PAI as the forerunner, PEI as the core, PLI as the tool to reality". This union, holistic and systematical product strategy can help companies further clarifying their management strategy, and be better used in practical brand strategy as reference.Finally, according to my real experiences in numeral cordless telephone design project for BBK, this thesis constructs the PIS for BBK's numeral cordless phones, then using this system to argument my research and its feasibility in practice.