Design Management Strategy

The emergence and development of the IT industry and associated product designs have been accompanied by an equally strong concern for the identification and innovation of their product design. The author explores the issues surrounding the procedure in building and developing product identity for the IT industry.After looking back on the historical evolution of Corporation Identity, Brand Identity, and Product Identity, the significance of product identity in the IT industry,especially in communication equipments manufacture,is reaffirmed here.The essential meaning of Product Identity is that梬hat the corporation culture cares for is to plan a systematic and long-range profitable strategy with a view on some non-design elements:the market orientation,the technical standard,the productive capacity,the main developing trend for its own industry..., rather than the success or failure of a single product design.Product image design based on product identity should be identifiable in characteristic and consistent in style梬hich is represented by doing design business wholly and systematically on products in series and products in different periods, not only present it repeatedly,but also continue it when upgrading.This article discusses the relationship of product identity to some other branches of knowledge, and analyses the background of the IT industry and communication equipments design deeply. The author conceives a framework on building product identity:surveying corporation culture, enacting design strategy, making product image design,and developing the product image evaluation system.Finally,the author bring forwards a report on analyzing present product image design for a large domestic IT corporation, and a plan on PI project.