目前,制造业的整体性和先进性被认为是衡量该国综合国际竞争力的标准。只有在世界市场拥有本国的品牌企业和品牌产品,该国经济才具有实力性和扩张力。面对愈演愈烈的全球化竞争,为了维持产业发展和企业生存,确立品牌已经成为首要课题。本文主要从设计的企业经营资源化视点探讨设计和设计管理在品牌战略中的作用。 At present, the integrity and advanced nature of manufacturing industry are considered as a measure of the country’s overall international competitiveness. Only in the world market have their own brand companies and branded products, the country’s economy has the strength and expansion. Faced with the intensified global competition, in order to maintain industrial development and business survival, establishing a brand has become the most important issue. This paper mainly discusses the role of design and design management in brand strategy from the perspective of resource management in the design of enterprises.