以设计管理创新提高品牌竞争优势-上海家化联合.pptVIP

以设计管理创新提高品牌竞争优势Enhance the brand competitive advantage through design management innovation  上海家化联合股份有限公司 Shanghai Jahwa United Co., Ltd. 2006.5.17 一、上海家化创造性的企业文化理念 The innovative corporate culture of Shanghai Jahwa 将设计管理视做企业长期发展的资源 Regarding design management as the resource for long-term development of the company 在系统的运作模式上寻求创新的突破 Seek innovative breakthrough on systemic operating mode 从1898年清末的香港广生行发展 Developing from Hong Kong Guangsheng Hang founded in 1898 in Qing Dynesty 中国最大的民族化妆品企业 Becoming the largest national cosmetic company in China 在国有企业的奋斗历程中不断进步， Making progress continuously in the struggle of national enterprises 中国化妆品行业的第一家上市公司。 Getting listed as the first cosmetic company in China 对于本土化妆品品牌来说， 富有创新意识独特的设计更加重要 成功的设计需要好的创意， 更需要好的设计管理， 有了系统化的设计管理，才能使创意设计得以实现， 真正的在市场上赢得消费者，真正成为为企业的竞争力。 To the local cosmetic brand, the unique, innovative design is extremely important. Successful design needs good innovation, and good design management as well. Only there is a systemic design management, can the innovative design be realized, and consequently, to win the customers and become the real competitiveness of the company. 在家化产品创新的历程中，一直将设计管理视做是企业长期发展的重要资源之一，努力将产品创新设计管理活动整合成一种持续不断的探索、改革、进取的行动。 将产品创新设计管理的整体活动，纳入企业创新的系统运作模式，建立产品创新流程，逐步形成系统的设计管理规范。 经过产品创新实践的不断探索、尝试，逐渐形成了企业设计管理的平台。 During the process of product innovation, Jahwa always regards design management as one of the most important resources for long-term development, 设计管理平台的意义 the significance of design management platform 设计管理平台将品牌建设发展与产品创新开发紧密结合 Design management platform combines the brand development tightly with the product innovation 通过设计管理平台，对产品创新设计活动的自身进行系统整合。 Through the design management platform,product innovation activities can be integrated systemically. 将品牌策略与产品设计项目融为一体运作新产品项目。 Integrating brand strategy with product design,thus to establish and operate the new product project. 家化诞生了六神，佰草集这样的具有强大竞争