Research On Product Identity Of Digital Family

Nowadays, the world tend towards informational networking, economical globalization and science and technology developed speedily. 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. As the effective competitive method for enterprise, tactical product identity design is increasingly important.This article elaborated emphatically how the product identity establishes itself characteristic in the digital family product field. It no longer pays attention to the general function or the shape, but attempts to surmount the product entity and connect the comprehensive brand, the design tactics and the native characteristic and many-faceted knowledge to establish own "the identity economy". Under the global competition background, it needs to synthesize various factors, utilize the method of identity design, and choose the right produce identity language to strengthen the enterprise competitive power.Research on product identity has already carried out, such as INTEL, NOKIA, APPLE and some international leading enterprise in European and American. They through to practice unceasingly for recognizing the produce identity, have formed respective characteristic and the market influence, and imitates for the business community affirmation. It starts to research this aspect just in recent years in China. Although some scholars proposed worth viewpoints which profits from, but has not been able to propose the viewpoint which cuts into ourselves culture characteristic angle to establish the time of own "the identity economy".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 digital family enterprise.