Research On The Design Method Of Product Family Based On Brand Image

With the acceleration of modern industrial processes,more and more industrial products are facing serious problems of homogenization.The advancement of product production processes and the improvement of use functions have made the competition between enterprises increasingly fierce.Nowadays,when users select products,they have not only required the function and quality of the products,but also pursued the emotional and spiritual satisfaction brought by the products.Production enterprises also realize that a good brand can bring more recognition to users,bring more economic benefits and better social influence to the enterprise.This article aims to use the product family design method based on the brand image to carry out method research on the product family design with the brand image to solve the above problems.This article takes Yate products as an example,and comprehensively uses a variety of design methods and technologies in the research process.First of all,the use of online surveys and questionnaires to investigate and collect the corporate profile and corporate culture of mainstream construction machinery brands,and sort out the brand DNA of each company.Collect the typical product modeling styles of each brand using the style image scale map,and use the shape grammar to extract the main modeling features of the product,and clarify the brand modeling DNA.Contrast and analyze the overall development trend of the industry and clarify the relationship between brand image and brand products.Secondly,select the concrete mixer truck products of typical enterprises,apply the quantitative theoryⅠto obtain the mathematical relationship between the product modeling features and the brand sensibility features,and then use the combination of the contribution values of the modeling factors and partial correlation coefficients in the model to generate a new product plan Prototype,combined with a variety of aesthetic rules to improve the design of new products.Again,starting from the macro and micro aspects,the FSA method and the semantic difference(SD)method are used to extract the dominant DNA and recessive DNA of the product family of Yate Heavy Industry;combining the genetic method of factors to determine the genetic DNA and variant DNA of the product family;The analytical method and quantitative theory type I establish the mapping relationship between the product shape gene and the brand style image,and use this to establish the product family shape gene library.Finally,based on the re-planned product family shape gene library,PRO / E and Keyshot 3D software were used to model and express the new product solutions of the product family.The product identification common method is used to test each design plan,and the comprehensive evaluation method is used to explain the rationality of the innovative plan and the effectiveness of the product family planning process.