以感性工学方法为基础,提出了电动工具品牌形象和产品识别一致性的准则和方法。通过对电动工具的使用者和专家的访谈与问卷调查等方式,分析了电动工具的构造和类型,构建了基于品牌形象的产品识别层次模型,明确了使用者对电动工具期望意象与造型元素之间的关系,为中小企业建立起良好的品牌形象提供参考。 Based on the method of perceptual engineering, this paper puts forward the criteria and methods for consistency of brand image and product identification of electric tools. Through the interviews with the users and experts of electric tools and questionnaires, the paper analyzes the structure and types of electric tools and builds the product identification hierarchy model based on brand image, and clarifies the users’ expectation and modeling elements of electric tools The relationship between SMEs to establish a good brand image to provide a reference.