本文關(guān)鍵詞： 品牌服務(wù) 項目管理 管理計劃 成本控制 時間管理　出處：《西南交通大學》2012年碩士論文　論文類型：學位論文

【摘要】：目前我國的衛(wèi)浴產(chǎn)業(yè)主要是以廣東、浙江、福建南安為中心的幾個集群,存在品牌雜、競爭激烈、同質(zhì)化嚴重等諸多問題。隨著中國消費者對衛(wèi)浴產(chǎn)品消費概念的突破,消費者的需求已經(jīng)從單純的功能性使用向時尚、設(shè)計、科技等領(lǐng)域拓展,個性化、品牌化的消費理念已形成。中國衛(wèi)浴企業(yè)需要在品牌建設(shè)和推廣上足夠重視,才能更好的搶占市場。為此,SXK公司借由其自身在衛(wèi)浴行業(yè)的優(yōu)勢及對這個行業(yè)前景的樂觀估計,公司籌備開展專業(yè)為衛(wèi)浴企業(yè)做品牌服務(wù)的項目,致力于為衛(wèi)浴企業(yè)提供專業(yè)的品牌服務(wù)。但考慮另一因素,我國廣告市場總額連續(xù)多年以每年超過10%的速度增長,中國已成為世界最大的廣告市場之一。近年來,我國各類專業(yè)廣告公司(或品牌機構(gòu)、公關(guān)公司)如雨后春筍般冒出,市場競爭激烈,更不要談其他外資廣告公司進入中國市場帶來的競爭。為了能在激烈的市場競爭中搶占優(yōu)勢,SXK項目籌建最重要的是有明確的市場定位、核心的管理價值觀、專業(yè)的創(chuàng)意理念和優(yōu)秀的作品案例,以及強有力的科學管理方法。 本研究分析了項目的相關(guān)背景后,運用客戶關(guān)系管理、市場營銷學、管理學等多門學科知識來規(guī)劃設(shè)計項目的運營策略和方案,而后使用項目管理的管理方法來計劃和實施該項目。主要從項目的計劃管理、成本管理、時間管理等方面進行了較為系統(tǒng)的研究,同時注意分析實施過程中存在的問題和不足,提出完善本項目管理的對策,使本項目能在高效、迅速、科學合理、低成本的情況下完成。通過本研究,驗證了將項目管理的方法應用到服務(wù)項目的實施籌備中的適用性,并可將項目管理方法具體運用到今后相關(guān)項目的實施中,對今后相關(guān)項目的管理實施具有一定的參考意義,具有一定的指導性和應用性。
[Abstract]:At present, the sanitary ware industry in our country is mainly a few clusters centered in Guangdong, Zhejiang and Nanan, Fujian Province. There are many problems such as miscellaneous brands, fierce competition, serious homogeneity and so on. With the breakthrough of the concept of consumption of sanitary ware products by Chinese consumers, The consumer's demand has changed from pure functional use to fashion, design, technology and other fields. The consumer concept of individuation and brand has been formed. Chinese sanitary ware enterprises need to pay enough attention to brand building and promotion. In order to better seize the market, SXK Company, taking advantage of its own advantages in the sanitary ware industry and its optimistic estimation of the future of the industry, is preparing to launch a project specializing in brand service for sanitary ware enterprises. Dedicated to providing professional brand services for sanitary ware enterprises. But considering another factor, the total advertising market in China has increased by more than 10% per year for many years, and China has become one of the largest advertising markets in the world in recent years. All kinds of professional advertising companies (or brand agencies, public relations companies) are springing up, and the market competition is fierce. Not to mention the competition brought about by the entry of other foreign advertising companies into the Chinese market. In order to seize the advantage in the fierce market competition, the most important thing in preparing the SXK project is to have a clear market position and core management values. Professional creative ideas and excellent work cases, as well as strong scientific management methods. After analyzing the relevant background of the project, this study uses the knowledge of customer relationship management, marketing, management and other disciplines to plan and design the operation strategy and scheme of the project. Then we use the management method of project management to plan and implement the project. This paper mainly studies the project planning management, cost management, time management and so on. At the same time, we pay attention to analyzing the problems and shortcomings in the process of implementation. Put forward the countermeasure of perfecting the project management, make the project complete in the condition of high efficiency, rapidness, science and reasonable, low cost. Through this research, we have verified the applicability of applying the project management method to the service project implementation preparation. The method of project management can be applied to the implementation of related projects in the future, which has certain reference significance, guidance and application for the management and implementation of related projects in the future.
【學位授予單位】：西南交通大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F426.92;F713.8

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