Design Management Study Of Time-honored Brand ’Zhang Xiaoquan’

This treatise is based on a real‐time investigation into the time‐honored brand "Zhang Xiaoquan", by collecting and studying the related documents, its products(scissors) and images, we comb the brand’s development history and analysing its design strategies; While at the same time, from the perspective of politics, economy and its production mode, we draw up the cause of the brand’s rising and development, then clarify its different production phase and the characteristics of its design management; At last, through Chinese time‐honored brand’s status in quo and problems, by "Zhang Xiaoquan"’s branding and upgrading strategies, we take a review on its branding‐rebuilt measures, in which the function of design management embodied. Here are the main arguments and themes:1. From the view of history, we have a close look at the development and upgrade of the brand, and sort out the category of "Zhang Xiaoquan" scissors by usage, modelling, colors, materials and craft, through which we can see the characteristics and development of the brand and generalize its design and management strategies, which is oriented on quality, diversification and advanced craft.2. By the point of handicraft policies and economical environment in district of Jiangzhe during the beginning of Qing dynasty, we seek out the cause of its rising and development. Through transformation from manual workshop, manual factory to state‐owned enterprises, and then to shareholding enterprise, the brand embraced the not only the traditional mode of design management, but also the modern one.3. Generally, Chinese time‐honored brand owns relatively high historical and cultural values, but nowadays, not a few brands’ value is on the low side. However, after the structural reform, brand upgrading and corresponding branding‐rebuilt measures,"Zhang Xiaoquan" successfully transformed and improved its market values, by design management, the company integrated all the design resources, which strongly supported rebuilding the branding. Despite of these facts, the deficiency in innovation strength in design management gradually sticks out, in the meantime, the preservation in traditional craft is also very necessary to be introduced in.