In this paper, a product model in conceptual design, Domain Structure Template, is proposed, which combines the functional domain and the physical domain with the behaviour domain. Seven types of primary mappings units connecting functions, behaviours and carriers during conceptual design process are identified according to the characteristics of the conceptual design of mechanical products.Based on these seven primary mappings, a hierarchical functional reasoning framework characterizing the process of conceptual design is presented. A case study for the conceptual design of industry sewing machines with chain-stitch is described to demonstrate the product modelling and the scheme generation based on the presented model.
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