基于品牌意象基因提取的产品族造型设计  

Product family modeling design based on brand image DNA extraction

作　　者：张云帆[1] 刘卓[2] ZHANG Yun-fan1, LIU Zhuo2(1. Department of Design ,Zhejiang Industry ＆ Trade Vocational College ,Wenzhou 325003; 2. Shaanxi Engineering Laboratory for Industrial Design, Northwestern Polytechnical University, Xi＇an 71007)

机构地区：[1]浙江工贸职业技术学院设计分院,浙江温州325003 [2]西北工业大学陕西省工业设计工程实验室,陕西西安710072

出　　处：《机械设计》2018年第3期105-109,共5页Journal of Machine Design

基　　金：浙江省教育厅一般科研资助项目(Y201738242);温州市社会科学重点研究基地立项资助课题(17jd38)

摘　　要：为探索中小企业品牌意象基因的提取对产品族造型设计的影响,提出使用层次分析法(AHP)和模糊评价法提取品牌意象基因指导产品族造型设计的方法。为避免主观因素的影响,利用可量化的指标构成准则层,采用层次分析法提取品牌典型产品,构成模糊评价因素集,用因素集对目标意象词汇构成的对象集进行模糊评价,根据最大隶属度原则得到品牌意象基因。以某品牌激光切割机为例进行品牌意象基因提取,运用品牌意象基因指导激光切割机产品族造型设计,并对设计方案进行模糊评价。结果表明:新产品造型设计方案较好地继承了品牌意象基因,验证了该方法的可操作性和有效性。In order to explore the influence of the extraction of brand image DNA in small and medium-sized enterprises（SMES） on the product design,a method that used AHP and fuzzy evaluation to extract the brand image DNA was proposed to guide the product family design. In order to void the influence of subjective factors,the criterion layer was formed by Quantifiable index. The typical brand product was extracted using analytic hierarchy process to establish the fuzzy evaluation factor set. The fuzzy evaluation was performed on the object set constructed by target image words using factor set. The brand image DNA was obtained according to the maximum membership principle. A brand of laser cutting machine was taken as an example to perform the brand image DNA extraction. The brand image DNA was used to guide the product family modeling design of the laser cutting machine. And the fuzzy evaluation of the design scheme was performed. The results revealed that the new product modeling design scheme inherited the brand image DNA well,which verified the feasibility and effectiveness of the proposed method.

关 键 词：工业设计 产品族设计 模糊评价 品牌意象基因 造型设计 

分 类 号：TB47[一般工业技术—工业设计]