Research On Design Management Mode Of Design Enterprises:

Under the promotion of the national policy,after a long period of development,a number of excellent design enterprises that can provide high-quality design services have grown up in China.The core of the success of a design enterprise lies in the whole set of management modes with industry characteristics established around its own design specialty,from the company to the project and then to the specific scheme.From the perspective of management,this industry-specific management mode is the application of management knowledge after industry segmentation;From the perspective of design,this industry characteristic is the cross-application of management theory in the field of design.But no matter from which point of view,this kind of crossover domain enters the research domain after the practice development.The significance of the study is to reveal its development rules and provide more and broader reference for the interdisciplinary development of design and management.Most domestic studies focus on the project management of design enterprises,while this study takes the overall design management behavior of Shanghai H&H Co.,LTD.(hereinafter referred to as H&H)as the research object.This study analyzes the design management mode of H&H company from the company level to the specific project level.In order to dig out the successful elements of H&H and point out its shortcomings in practice,it can provide reference for design enterprises and design education in universities.Case analysis,text analysis and comparative study were used in this study.In this study,text clustering analysis was conducted on the literature of H&H according to the relevant theoretical framework of design management.In order to illustrate whether H&H’s design management mode is common,this study chooses domestic and foreign design companies and design cases as the comparison.The first is the marketing planning agency of Ye Maozhong,a well-known design and planning company in China,and the case of "Real Kung Fu" catering brand represented by it.The second is the case of IDEO,a leading design company in the United States,and its shopping cart design.In this way,we can deeply understand the design management mode of design enterprises.H&H’s design management values centered on "real people’s sincerity and true ability" are originated from Chinese Confucianism represented by Confucius and Mencius,Cheng and Zhu and Wang Yangming.The strategic view of design management based on "all things are one thing" originates from Coase’s transaction cost theory,Porter’s social function theory and Schumpeter’s enterprise innovation theory.The creative concept of design management characterized by "super symbols are super creative ideas" has its origin in Saussure’s semiotics,Freud’s and Jung’s psychoanalytic psychology,Pavlov’s and Watson’s behaviorist psychology,And Walter Weng’s and Mc Luhan’s communication.The theoretical origin of the design management execution view with the discipline of "continuous improvement" is the "Toyota management Method" of manufacturing enterprise Toyota.H&H adheres to the principle of "all investigations are on the spot" in its research methods,and advocates the method of on-site observation and interview.In terms of talent training mechanism,H&H provides an open office environment conducive to the exchange and growth of talents;To formulate the partnership system for retaining high-quality talents;To hold the Million-dollar Super Creative Competition to inspire talents;To set up the H&H College for training talents.Through comparative study,it is found that there are similarities between the design management mode of Ye Maozhong’s marketing planning agency and H&H’s design strategic management,design creative management and design execution management;The design management mode of IDEO is close to that of H&H in terms of design research management,design team management and design execution management.This proves that there are some common and effective design management modes among design enterprises.The results of this study have beneficial implications for the business and education sectors.This study provides a learning perspective for domestic design enterprises,that is,to pay attention to the common design management mode of excellent design enterprises at home and abroad.The design management experience of excellent design enterprises also provides beneficial reference for the design management education which is in the ascendant in China.