Brand Shaping Investigation Of Machine Tools Based On The Theory Of Product Identity

The concept of brand is developing under the background of the contradiction ofproduct homogeneity and the increasing of the consumer demand over the world. Thetraditional mode of production and marketing can not meet the rapidly growingdiversity of the market.Many companies also have begun to pay attention to theimportance of brand for enterprise development. The product image plays a veryimportant central role in the process of brand building of machine tools. This paperdeeply discussed on how to design the product image based on the characteristics ofmachine tools under background of the brand building of machine tools.Product branding study of machine tools based on the theory of Product Identityshould be highly relevant with the in-depth and detailed study of the features ofmachine tool industry and machine tool products, From this point of view, thesisworks on the image design of machine tools in the following three aspects.(1)This thesis conducts the analysis on the machine tool industry and productbrand positioning through the idea level of product image design theory,looking forthe characteristics of brand positioning based on reference to the dimension of brand,brand positioning and brand description,and achieving a knowledge of the customerpreference for machine tools through the surveys of typical products and customers.(2)This research analyses on the various design elements and the evaluation oflevels through the visual level of the theory of product image for the machine tools.The study captures the image elements of machine tools through the way ofqualitative perception and the quantitative analysis, forming the framework of productdesign to extract the product image model for more direct comparison and effectiveresearch.(3)I propose a more practical method by using of research results over the designof the machine tool image, and also in-depth analyse and explain on how to unifydesign elements to enhance the product line of brand recognition.(4)Combined with this research, I conduct the analysis and investigation in thefeatures of Shenyang Machine Tool product design under the background ofShenyang Machine Tool product planning, proposing ideas and solution of raising theimage of existing products, and make a draft of the specification of ShenyangMachine Toot image .This thesis strengthens the brand building of machine tools from the point ofproduct image design, studies in close connection with the characteristics of theindustry and products, and makes a more specific and practical significance to the design theory for the specific product design, which is useful to clear the direction ofproduct design for the machine tools companies, and thus shaping the product-basedbrand and enhancing the overall national level of competition in the equipmentmanufacturing industry.