【摘要】：本論文以老字號品牌“張小泉”為例，通過查閱相關(guān)文獻，實地考察企業(yè)，梳理“張小泉”品牌的發(fā)展脈絡，收集張小泉剪刀的實物與圖像資料，分析其設計策略；并從社會政治、經(jīng)濟和生產(chǎn)方式的角度，分析“張小泉”崛起和發(fā)展的原因，厘清不同的生產(chǎn)階段，“張小泉”的設計管理的特征；再從中國“老字號”的現(xiàn)狀和問題切入，以“張小泉”的品牌化轉(zhuǎn)型為回應，梳理其品牌重塑的措施，分析設計管理在“張小泉”品牌重塑中的作用。文章主要論點與內(nèi)容如下： 1、縱向梳理“張小泉”品牌和產(chǎn)品的發(fā)展、演變狀況，并從功能、造型、色彩、材料和工藝的角度，對張小泉剪刀進行分類、梳理，以了解張小泉剪刀的特點與發(fā)展脈絡，從而歸納出“張小泉”的設計策略與管理方式，即以質(zhì)量為核心的策略管理；產(chǎn)品多樣化、差異化的策略管理；技術(shù)引領(lǐng)的策略管理。 2、從清代初期的手工業(yè)政策、江浙地區(qū)的經(jīng)濟環(huán)境的角度，分析“張小泉”崛起、發(fā)展的原因。“張小泉”從手工作坊，到手工工場，再到國有企業(yè)，直至股份制公司，隨著生產(chǎn)經(jīng)營方式的變化，“張小泉”也完成了由傳統(tǒng)設計管理向現(xiàn)代設計管理的轉(zhuǎn)變。 3、中國“老字號”品牌通常有較高的歷史文化價值，但是今天不少“老字號”品牌的市場價值偏低。而“張小泉”通過體制改革、品牌的維護和重塑，實現(xiàn)了品牌化的轉(zhuǎn)型，提升了品牌的市場價值。通過品牌設計管理，“張小泉”優(yōu)化整合了企業(yè)內(nèi)外的設計資源，為品牌重塑提供了有力支持。但是，，“張小泉”品牌設計管理中的創(chuàng)新力不足。另外，對其傳統(tǒng)工藝的保護也須引入創(chuàng)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.
【學位授予單位】：中國美術(shù)學院
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.8

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