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產品介紹 數碼變頻發電機 以汽油為能源的小型便攜式發電設備。可為電器設備以及家用電子產品提供電能。
Digital inverter generator , a small portable device fed by petrol, is able to supply power for electric appliances and household appliances.
項目目標 NEW VI 、 NEW PI 、系列化產品設計
Design of NEW VI, NEW PI and serial products.
操作步驟 設計研究、品牌進化、產品定位、產品設計  
Design research, brand evolution, product positioning, product design.




?     通過各品牌定位分布對比、產品風格區域劃分、新老產品分布對比,我們總結出三大設計發展趨勢。

?     We summarize three trends in design development by comparison of each brand’s positioning distribution, identification of the product style and comparison of the distribution of new products and old products.


?     SD1000i為低功率入門級產品,用于戶外娛樂供電,為筆記本電腦、手機平板等個人電子設備充電 。用戶多以年輕人為主,他們喜愛追逐潮流,注重產品便攜性,因而產品外觀時尚會成為他們考慮購買的重要因素。
  ?     As a low-power and entry-level product, SD1000i is designed for supplying power for outdoor entertainment and personal electronic equipment, for example, laptop computer, cellphone, tablet computer, etc. Young people are main users of this product. They tend to embrace the fashion and prefer portable products, and as a result, the fashionable appearance of the product counts when they select products.


?     SD2000i為中端產品,用于家庭自駕游,為燒烤架、微波爐、小型冰箱等小型家電供電。用戶多以家庭為單位使用,因此變頻機產品外觀要更加融入家居環境,展現出穩定、親切、優雅的氣質。
  ?     As a medium-end product, SD2000i is designed for supplying power for self-driving travel and small electronic household appliances, for example, barbecue, microwave oven, small refrigerator, etc. Households are main users of this product; therefore, the appearance of the variable frequency product shall be compatible with the living environment and possess the quality of being stable, friendly and elegant.
?     AY2000i為中高端產品,相較SD2000i,用戶更加注重產品的價值感、品質感,因而高端、科技、精致成為他們的附加要求。

  ?     AY2000i is medium and high end product. Compared with users of SD2000i, those of AY2000i attach more importance to quality and value of products. In consequence, top grade, technology and delicacy are their additional requirements for the product.


?     AY3000i為大功率高端產品,用于家庭備用電源,或房車出行的電能儲備。用戶以家庭為單位的享受型人群為主,追求高質量生活品質,希望享受科技的高端產品,為其帶來的舒適體驗。   ?     As a high-end and high power product, AY3000i is designed for standby home power or power storage of motor home. Households paying much attention to enjoyment are main users of the product. These users place stress on high-quality life and high-tech products are expected to bring about comfortable experience for them.


?     據對用戶需求的深刻發掘,我們驚訝地發現,當今美國用戶實際上已不將數碼變頻發電機產品歸為傳統認知的動力機械類產品,而是定位為用于娛樂的家用產品。這是我們得到的最有價值的信息,也是我們幫助ATIMA品牌尋求差異化的關鍵!   ?     According to extensive survey for user requirements, we are surprised to find that, actually, nowadays American users regard the digital variable frequency motor as household products for entertainment instead of traditionally considered power machine. This is the most valuable information we have got and is also quite important for us to distinguish ATIMA from other brands.

品牌定位分析+NEW VI + NEW PI


?     區別于HONDA的專業經典、YAMAHA的科技創新、KIPOR的平衡中庸,結合多面調研結果,我們成功提煉出“娛樂精神”這一重要的潛在需求,從而賦予ATIMA更加偏向于自然、愉悅的全新品牌定位,一改其之前幾乎與HONDA品牌定位相重疊的窘境!   ?     To distinguish from professional and classic HONDA, high-tech YAMAHA and balanced and moderate KIPOR, we abstracted “entertainment spirit”, an important potential requirement of users, from survey results in multiple aspects. This shapes ATIMA into a brand more natural and pleasant, and in this way, ATIMA gets rid of the embarrassing situation where it shares almost the same brand positioning with HONDA.
?     Z軸圖主要體現品牌革新度。ATIMA尚為新興品牌,期待業界肯定,故沒有考慮過于超前、革新的品牌定位,而是與YAMAHA品牌革新度趨同,以期望取得更大眾的品牌認同度。   ?     The Z-axis figure mainly presents innovation degree of the brand. As a new brand, ATIMA expects recognition of the industry. As a result, ATIMA is identified as a brand with the same innovation degree with YAMAHA instead of an advanced and innovative brand.


?  全新的ATIMA系列產品定位沒有一個與競品位置相同,我們巧妙的避開了熱銷產品的風格元素,為用戶帶來新穎獨特的視覺體驗。 ?  New positioning of ATIMA series products is totally different from that of comparable products. We skillfully avoid styles of hot products and bring new and unique visual experience to users.

?  通過對用戶的差異性需求的分析和對ATIMA全新的品牌定位,進而確定了各型產品的定位。本次產品定位不僅囊括了所有變頻發電機用戶群,而且體現了ATIMA全新的品牌特質。 ?  The positioning of each product model is identified by analyzing diverse requirements of users and new brand positioning of ATIMA. The product positioning this time not only covers users of all variable frequency motors, but also presents new characteristics of ATIMA.

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