【作者】 李良；

【导师】 肖狄虎；

【作者基本信息】 湖南大学 ， 设计艺术学， 2013， 硕士

【摘要】 随着我国经济的飞快发展以及基础设施建设的巨大需求，国内工程机械企业发展迅猛，三一重工、中联重科、徐工集团等一批优秀企业在国际工程机械领域也占据了一席之地。在技术制造、产品质量、售后服务方面已经达到了世界先进水平，但国内工程机械企业在产品造型、品牌影响力方面相对于国际知名的巨头企业还存在明显差距。如今，虽然有企业已经认识到工业设计对于企业发展的重要性，但在设计思维、产品设计风格的延续等方面还略显稚嫩，企业内不同产品的风格和特征很难保持相对稳定和统一，关键识别特征不够突出，在激烈的全球化市场竞争中无法体现差异性。产品识别是企业识别系统中重要的一部分，作为产品与品牌之间紧密的联系点，对于维持企业产品形象的一致性、风格的统一、品牌建立有良好的帮助。产品识别设计策略是从系统层面，综合各种因素，较为全面的进行产品识别设计，使企业和设计师塑造出具有识别性的产品，因此，工程机械产品识别设计策略的研究对于正处于快速发展的国内工程机械企业具有重要的指导意义。本文结合形态语义学、认知心理学等理论基础，初步分析了产品意象、产品识别的概念及其关系，提出了产品造型识别特征群的概念；探讨了工程机械产品的概况与特性，从影响产品识别设计的方面总结了工程机械产品设计要注重的问题；从语义与语境的角度详细分析了工程机械产品形态，根据产品的基本要素并结合工程机械产品的特点，对工程机械产品案例进行分析；从产品识别设计策略、工程机械产品的识别因素、工程机械产品造型的影响因素、同质性产品的竞争状态和产品的客观限制方面，构建工程机械产品识别设计策略模型。最后结合三一重工混凝土搅拌车运输车设计项目，将本文提出的工程机械产品识别设计策略的相关原则以及方法运用到实际设计项目中。更多还原

【Abstract】 With the rapid development of Chinese economy and the huge demand in infrastructureconstruction, domestic construction machinery enterprises, such as Sany, Zoomlion, XCMGand some other outstanding enterprises have developed rapidly and soon occupied animportant place in the field of international mechanical engineering. For the aspects oftechnology, product quality, after-sales service aspects, they have reached the world advancedlevel. However, there still exists gap between the domestic construction machinery enterprisesand the internationally known tycoons in terms of product modeling and brand influence. Atpresent, although some companies have realized that industrial design is essential for thedevelopment of enterprises, it is somewhat immature at the aspects of the design thinking anddesign style, etc. The styles and characteristics of diversity products in enterprises are difficultto maintain relatively stable and unified. Key identification features are not prominent enough,which can not reflect the otherness in the fierce competition of global markets. The productidentification is an important part of the corporate identity system, which serves as theconnection point between products and branch. It is beneficial for enterprises to maintain theconsistency of the product image, unity of style and brand building. Product identificationstrategy is aiming to carry out product identity design from system level with all thingsconsidered, which could makes businesses and designers create distinctive products.Therefore, the research of identity design strategy for construction machinery products hasimportant guiding significance for domestic construction machinery enterprises.This paper has a preliminary analysis of product image, product identification conceptsand their relationships combined with semantics and cognitive psychology and othertheoretical basis, and puts forward the concept of product modeling which could identify thecharacteristics of group; Also explores general situation and characteristics of the constructionmachinery products, and sums up the problems that the engineering machinery product designshould pay attention to, from the aspects which could influence product identification;Moreover, this paper also examines the detailed analysis of the form of constructionmachinery products from the perspective of semantics and context, and analyzes someconstruction machinery products cases, according to the basic elements of the product and thecharacteristics of the construction machinery products; Building construction machineryproducts, from these factors: design strategy in product identification, the identify factors ofconstruction machinery products, influenced factors of the construction machinery product modeling, homogeneous product competition status and product identity design policy model,Finally, Combined with Sany concrete mixer truck design project, the proposeddesigning strategies and related methods of construction machinery product identity would beapplied to the practical design projects.更多还原