The Application Of Design Management In The Enterprise Brand Value Enhancement

Since China joined the WTO, a large number of foreign brands began to flood into China, which have a huge impact on many of China’s national brands. the relevant survey data shows that the world’s various brand-name merchandise total of more than 90000 species, of which nearly 90% branded goods are owned by western economic developed country, and International sales also occupy a large proportion. Although China is a big country of manufacturing international famous, product independent research and development design is relatively weak, which requires our government to encourage each big enterprise investing in design management work by macro policy, so that our country enterprise can transfor from Original Equipment Manufacturer(OEM) to Original Design Manufacturer(ODM).This paper firstly summarizes the concept of design management. It analyses design management and enhance brand value of in-depth by the management of the relevant research results of the theory as a guide, Based on draws the preliminary research results. This paper causes the discussion to the future application of design management in enterprises.This paper mainly discusses from four aspects:Firstly, it introduces the present domestic and foreign research of brand and brand value. Secondly, it elaborates design management theory and brand strategy theory, analyses design management value and brand value. Again, The application of design management in enterprise brand value is discussed. This paper also proposes the enterprise brand value enhancement suggestion. Finally, this paper takes popular trend design project for example, which is analysed by strategy management, design concept, brand positioning, design management system, design management mode, design management process. The research results have the exploration and the practical significance.This paper attempts to rise from design management and brand value of the interrelated start, elaborated the design management to enhance the brand value of the enterprise indispensable and importance, in the hope that it can provide some theoretical guidance and direction for the later researchers, and provides reference for practitioners engaged in design management positions.