Analysis And Study Of Product Identity Of Machine Tool

Nowadays, the world tend towards informational networking, economical globalization and science and technology developed speedily. In the world which is abundant in products and same technology, competing in the market only by the price and technology of the product is already not enough. It influences product design from idea, content, method infinitely. The product design develops from the entity design category to market, brand, identity, marketing, management and more wide range fields. On the premise of material satisfaction, consumers have put forward more and more non-materials need(emotion need),and this kind of emotion need can be acquired by brand. As the effective competitive method for enterprise, tactical product identity design is increasingly important.By the closely 20 years development, Chinese enterprise have already had very strong production ability. But the relationship between Chinese brand and products still catch own attention. How to create the system of product identity in the field of industry design is exactly the problem which this paper will discuss.The industrial design is not only the design of shape, it needed to cover more contents: from researching the consumer to leading them, from the function, appearance to the produce style maintenance, improvement, innovation......This paper analyzes the actuality of the design of product identity from home and abroad from those aspects motioned above, taking Computer Numerical Control (CNC) machine tool products as studied objects, summarizes the research production and respective characteristic on product identity in some international leading enterprise in European and American such as HAAS, GLEASON, POSA . On this basis, of this job by taking CNC grinder of CAK6150 series as the researched examples the paper analyzes product identity design of the CNC machine tools. The article has discussed the product identity is a multi-disciplinary overlapping new field. It carries on the thorough analysis to this industrial background from the vision of innovation industry field and puts forward some proposal. It hoped can provide a reference to our country machine tool enterprise.