随着制造业的迅速拓展,市场经济下,生产厂商通过原先的产品的竞争优势向现在的品牌形象的竞争,由于产品之间的同质化现象非常严重,因此从产品设计进行切入点,提高自己的品牌竞争优势是一项非常重要的战略选择。越来越多的企业开始关注产品的设计,培养创新的思维模式,鼓励新的创意应用到产品设计中,特别是在设计理念的运用中,会加入一些新的元素,来提高视觉上的体验~([1])。伴随着我国传统文化的影响,我们不难发现,传统文化中有很多独特的魅力,如果能把中式的元素融入到我们的产品设计中,体现民族的特色,也未尝不是一个很好的尝试。本文主要就是通过研究产品审美设计倾向来提升企业的品牌形象。对于中式审美的表现研究,笔者会通过文化传承的相关角度来阐述文化的渗透性表现,并且结合相关的实例研究来体现文化倾向的特性,表现民族文化的差异,融入到产品设计中,是一项比较复杂的工程,但是成功的融入可以在很大程度提高企业形象的同时,也可以宣传中国传统文化,有利于提高整个民族的融入感~([2])。 With the rapid development of manufacturing industry, under the market economy, manufacturers compete with the current brand image through the competitive advantages of the original products. Since the homogeneity of products is very serious, starting from the point of product design and improving Your own brand competitive advantage is a very important strategic choice. More and more enterprises begin to pay attention to product design, develop innovative thinking mode, and encourage new ideas to be applied to product design. Especially in the application of design concept, some new elements will be added to enhance the visual experience ~ ([1]). With the influence of our country’s traditional culture, we can easily find that there are many unique charisma in traditional culture. If we can integrate Chinese elements into our product design and reflect the national characteristics, it is not a good attempt. This article is mainly through the study of aesthetic design trends to enhance the corporate brand image. For the study of Chinese aesthetic performance, the author expounds the cultural permeable performance through the related perspectives of cultural inheritance. Combining the relevant case studies to reflect the characteristics of cultural tendencies and manifesting the differences of national cultures, integrating into the product design is a However, the successful integration can greatly enhance the corporate image while promoting Chinese traditional culture and improving the sense of integration of the entire nation. [2]