本文通过产品识别的概念、关系和发展的论述,提出其与消费者多方面的密切联系,着重分析了消费个性、消费者知觉和沟通行为等对产品识别设计理念的重要影响和有益启发,并提出以消费者为导向的识别建构的具体方法,有助于设计师形成新的思路以提升产品、品牌及企业的竞争力。 Based on the concept, relationship and development of product identification, this paper puts forward its close relationship with consumers in many aspects, and emphatically analyzes the important influence and beneficial enlightenment on the product identification design concept such as consumer personality, consumer perception and communication behavior. Put forward consumer-oriented identification of specific methods of construction, help designers to develop new ideas to enhance the competitiveness of products, brands and enterprises.