老字号张小泉设计管理研究

发布时间：2019-06-27 12:30

【摘要】：本论文以老字号品牌“张小泉”为例，通过查阅相关文献，实地考察企业，梳理“张小泉”品牌的发展脉络，收集张小泉剪刀的实物与图像资料，分析其设计策略；并从社会政治、经济和生产方式的角度，分析“张小泉”崛起和发展的原因，厘清不同的生产阶段，“张小泉”的设计管理的特征；再从中国“老字号”的现状和问题切入，以“张小泉”的品牌化转型为回应，梳理其品牌重塑的措施，分析设计管理在“张小泉”品牌重塑中的作用。文章主要论点与内容如下： 1、纵向梳理“张小泉”品牌和产品的发展、演变状况，并从功能、造型、色彩、材料和工艺的角度，对张小泉剪刀进行分类、梳理，以了解张小泉剪刀的特点与发展脉络，从而归纳出“张小泉”的设计策略与管理方式，即以质量为核心的策略管理；产品多样化、差异化的策略管理；技术引领的策略管理。 2、从清代初期的手工业政策、江浙地区的经济环境的角度，分析“张小泉”崛起、发展的原因。“张小泉”从手工作坊，到手工工场，再到国有企业，直至股份制公司，随着生产经营方式的变化，“张小泉”也完成了由传统设计管理向现代设计管理的转变。 3、中国“老字号”品牌通常有较高的历史文化价值，但是今天不少“老字号”品牌的市场价值偏低。而“张小泉”通过体制改革、品牌的维护和重塑，实现了品牌化的转型，提升了品牌的市场价值。通过品牌设计管理，“张小泉”优化整合了企业内外的设计资源，为品牌重塑提供了有力支持。但是，，“张小泉”品牌设计管理中的创新力不足。另外，对其传统工艺的保护也须引入创新。
[Abstract]:This paper takes the old brand "Zhang Xiaoquan" as an example, through consulting the relevant literature, investigating the enterprises on the spot, combing the development context of the "Zhang Xiaoquan" brand, collecting the physical and image data of Zhang Xiaoquan scissors, analyzing its design strategy, and analyzing the reasons for the rise and development of "Zhang Xiaoquan" from the perspective of social politics, economy and mode of production, and clarifying the characteristics of the design management of "Zhang Xiaoquan" in different production stages. Then, from the present situation and problems of "old brand" in China, this paper responds to the brand transformation of "Zhang Xiaoquan", combs the measures of brand reconstruction, and analyzes the role of design management in the brand reconstruction of "Zhang Xiaoquan". The main arguments and contents of this paper are as follows: 1. Vertically combing the development and evolution of "Zhang Xiaoquan" brand and products, and classifying and combing Zhang Xiaoquan scissors from the point of view of function, modeling, color, materials and technology, in order to understand the characteristics and development context of Zhang Xiaoquan scissors, so as to sum up the design strategy and management mode of "Zhang Xiaoquan", that is, the strategic management with quality as the core; Product diversification, differentiated strategic management; technology-led strategic management. 2. From the perspective of handicraft policy in the early Qing Dynasty and the economic environment in Jiangsu and Zhejiang provinces, this paper analyzes the reasons for the rise and development of Zhang Xiaoquan. Zhang Xiaoquan has also completed the transformation from traditional design management to modern design management, from manual workshop to manual workshop, to state-owned enterprises, to joint-stock companies. With the change of production and management mode, "Zhang Xiaoquan" has also completed the transformation from traditional design management to modern design management. 3, Chinese "old brand" brand usually has high historical and cultural value, but today many "old brand" brand market value is on the low side. Through the system reform, brand maintenance and reconstruction, Zhang Xiaoquan has realized the transformation of brand and enhanced the market value of brand. Through brand design management, Zhang Xiaoquan optimizes and integrates the design resources inside and outside the enterprise, and provides strong support for brand reconstruction. However, "Zhang Xiaoquan" brand design management in the lack of innovation. In addition, the protection of its traditional process must also introduce innovation.
【学位授予单位】：中国美术学院
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.8

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