目的 基于品牌意象与多维KE模型完成农机装备外观设计研究。方法 以KANO分析明晰品牌意象，建立外观设计目标;以多维KE模型解构外观特征，运用层次分析确立主特征及其权重，建立关键特征框架;基于目标、主特征与工程技术要素相关分析，建立外观设计质量功能配置屋;以发散性创新与收敛性优化递进思路完成农机装备外观设计。结果 建立了KANO分析、多维KE模型、层次分析、质量功能配置理论融合应用的农机装备外观设计策略。结论 基于品牌意象与多维KE模型的农机装备外观设计有助于建立该类产品统一鲜明的族群形象，提升产品市场竞争力，助力农机装备品牌发展。

The work aims to research the exterior design ofagricultural machinery equipment based on brand image and multidimensional KE model. KANO was used to analyze the user's demand for brand image and establish the exterior design goal. Based on multidimensional KE model, the design features were deconstructed. The main features and their weights were determined by analytic hierarchy process (AHP). Based on the correlation analysis of goals, main features and engineering technology elements, a quality function deployment (QFD) house was established. The exterior design of agricultural machinery equipment was completed by divergent innovation and convergence optimization. The exterior design strategy of agricultural machinery equipment based on KANO analysis, multidimensional KE model, hierarchical analysis and quality function allocation theory was established. The exterior design of agricultural machinery equipment based on brand image and multidimensional KE model can establish a unified and distinct ethnic image of such products, improve the market competitiveness of products, and help the brand development of agricultural machinery equipment.