产品语义学是研究产品语言的表达意义。产品造型除表达其功能性目的以外,还要透过其语义特征来传达产品的整体视觉感受,传递出企业产品特性,同时还包括使用方式、文化内涵,并体现特定社会的时代感和价值取向。正如法国著名符号学家皮埃尔·杰罗所说的,在很多情况下,人们并不是购买具体的物品,而是在寻求潮流、青春和成功的象征。本文从企业产品设计角度研究产品设计的差异化竞争,主要探讨产品语义学是如何帮助企业进行完成独特产品语言的塑造;如何向消费者传达整体的产品视觉感受,以达到独特的企业产品视觉识别的目的。 Product semantics is to study the meaning of product language expression. In addition to expressing its functional purpose, the product shape also communicates the overall visual perception of the product through its semantic features, conveying the characteristics of the enterprise’s products, as well as the ways of use and cultural connotations, and reflects the sense of the times and values ​​of the specific society . As the famous French semiologist Pierre Jerome said, in many cases, people are not buying concrete objects, they are seeking symbols of fashion, youth and success. This paper studies the difference between product design competition from the perspective of product design, mainly discusses how product semantics can help enterprises to complete the formation of unique product language; how to convey the overall product visual experience to consumers in order to achieve a unique visual identification of enterprise products the goal of.