Design companies that provide services to these

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design companies that provide services to these companies have had the chance to grow, too. This showed when Tsinghua University and The University of Salford, UK, coorganized the D2B 2009 Tsinghua International Design Management Conference in April, 2009. Despite the financial crisis, there were very positive responses from academia and industry all over the world. The conference signified that design management is being studied in China on a consistent and long-term basis and that the development of the Chinese market remained of interest to the world, even during its recession period. A few months later, in November, the city government of Beijing together with the Central Academy of Fine Arts, hosted the Icograda World Design Congress Beijing 2009, which was one of the more important international design symposia in China these years. At the same time, seven Mainland China design colleges joined the Cumulus International Association of Universities and Design and Design Management in China 435 Colleges of Art, Design and Media, ensuring future collaborations between design education in China and the world. We can therefore say that an international basis for the academic development of design and design management in China has been formed. Chinese Design Management of the Future Significant changes are occurring in the design businesses and design management in manufacturing companies. For the OEM service manufacturers and export contract manufacturers, product designs were often simply the reproduction of an existing prototype and the design concerns were more about product form, colour, material, ergonomics and production process. As the market grows, design differentiation in styling alone is no longer sufficient. Today, manufacturers need to face not only the challenges presented by downstream development of new technology but also upstream supply chain concerns such as customer service, market analysis, sales forecasts and business strategy, in order to exploit any blue ocean market potential arising from design innovation (Kim and Mauborgne 2005). The design industry is also extending its capacity into original concept creation including technological and market innovations as well as conventional aesthetic and engineering designs, model making and tooling services. The Shenzhen Newplan Industrial Design Co. Ltd is a good example of a design consultancy fully utilizing the well-established supply chain of the Pearl River Delta region as a platform to provide the market with a one-stop service from product development to manufacturing. At the upstream, user studies are increasingly popular. Design and management consultants often team up to address market integration and to provide a company with strategic product design and brand building proposals. Design diversification and innovative integration are happening everyday and this is just the beginning. Design management plays an important role in the diverse supply chain and this trend is sure to continue.
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