Research On Quality Management Of Stanley Brand Licensing Product Development Project In M Company

The rapid development of international trade led to brand licensing as the representative of international business cooperation model growth,showing a strong vitality and strong influence.a huge change in business model.However,under the actual operation driven by this model,it also generates a lot of issues which are worth to research.As a European importer of mechanical and electrical products,and as one of the Stanley brand licensees,M company encounters many problems that need to be resolved on quality management of brand licensing product development project.First issue is lack of accurate knowledge and understanding of Stanley's quality expectations for brand licensing products.Secondly,lack of in-depth research on the market,plus ignoring some of the basic design principles,result in customer complaints and high return rate of products.Furthermore,during the pilot production stage of product development project,there is a lack of effective control and oversight of important design parameters,which leaving manufacturing risk to mass production and marketing sales after project development.Therefore,this paper will use the related theories and tools of brand licensing business operation and the project quality management to study,in order toimprove the brand licensing product project quality management,guarantees brand licensing management pattern continuous development.Based on the related theories and the domestic and international research situation,taking the international trade M company Stanley licensing product development environment as background,this paper analyzes the present situations and the existing quanlity mamangement problems of Stanley brand licensing product development projects,from the aspects of the cooperation with the brand licensers,the quality tools used in product development,the design principles to be followed,and the choice of project partners,then puts forward the corresponding improvement scheme.First of all,it is defined as the project base to acquire quality recognition and the full quality support from brand licenser.Secondly,it supports to maximize product design optimization,enhance product value coefficient by using quality function deployment(QFD)on weight analysis between market demand and product quality characters,connected to the practice summed up from the mechanical and electrical product design principles.In addition,applying statistical process control theory,drawing control charts to monitor the product pilot production stage,to take measures to maintain the stability and improvement of process capacity to complete high-quality product development.The study is of great significance to traders and manufacturers in the whole supply chain of mechanical and electrical products export industry.