The Research On Engineering Machinery Product Differentiation Design Innovation

Economic integration, and the complex situation of domestic and international market significantly compressed room of enterprises in China, the traditional business model has been unable to get rid of the enormous pressure of fierce competition for the enterprise. The rapid development of China’s construction machinery industry is coming, but to a large extent,the way of running for its corporate strategy is dependent on low-cost operations, form a distinctive corporate image system, differentiated design innovative products for construction machinery enterprises is imperative for enterprise development.The first research of this thesis is the understanding of differentiation theory, differentiated relationship between systematic comparative analysis of the design strategy and product differentiation, and the same time, the thesis makes an analysis on the design principles of engineering machinery products, so as to support study of construction machinery product differentiation designed in the shape, color, texture, painting language which reflects the way. Finally, the theoretical results obtained by the above analysis is applied to the concrete design practice which can test the design guidelines, as well as specific practices and concluded in accordance with practical content.The innovation of this paper is the systematic study of the theory of differentiation, and the practice way of microscopic engineering machinery products differentiated design of the macro system differentiation strategy, meanwhile, Systematiclly discuss the process of the application of industrial design as a means of implementation of the specific differences in design, Which summarizes some new ideas for engineering design of mechanical products, The paper also proposes the differentiated design model of construction machinery, so as to support the process of the research for construction machinery product form design.