SXK品牌服务筹建项目管理研究

发布时间：2018-03-01 23:12

本文关键词： 品牌服务项目管理管理计划成本控制时间管理　出处：《西南交通大学》2012年硕士论文　论文类型：学位论文

【摘要】：目前我国的卫浴产业主要是以广东、浙江、福建南安为中心的几个集群,存在品牌杂、竞争激烈、同质化严重等诸多问题。随着中国消费者对卫浴产品消费概念的突破,消费者的需求已经从单纯的功能性使用向时尚、设计、科技等领域拓展,个性化、品牌化的消费理念已形成。中国卫浴企业需要在品牌建设和推广上足够重视,才能更好的抢占市场。为此,SXK公司借由其自身在卫浴行业的优势及对这个行业前景的乐观估计,公司筹备开展专业为卫浴企业做品牌服务的项目,致力于为卫浴企业提供专业的品牌服务。但考虑另一因素,我国广告市场总额连续多年以每年超过10%的速度增长,中国已成为世界最大的广告市场之一。近年来,我国各类专业广告公司(或品牌机构、公关公司)如雨后春笋般冒出,市场竞争激烈,更不要谈其他外资广告公司进入中国市场带来的竞争。为了能在激烈的市场竞争中抢占优势,SXK项目筹建最重要的是有明确的市场定位、核心的管理价值观、专业的创意理念和优秀的作品案例,以及强有力的科学管理方法。本研究分析了项目的相关背景后,运用客户关系管理、市场营销学、管理学等多门学科知识来规划设计项目的运营策略和方案,而后使用项目管理的管理方法来计划和实施该项目。主要从项目的计划管理、成本管理、时间管理等方面进行了较为系统的研究,同时注意分析实施过程中存在的问题和不足,提出完善本项目管理的对策,使本项目能在高效、迅速、科学合理、低成本的情况下完成。通过本研究,验证了将项目管理的方法应用到服务项目的实施筹备中的适用性,并可将项目管理方法具体运用到今后相关项目的实施中,对今后相关项目的管理实施具有一定的参考意义,具有一定的指导性和应用性。
[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.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F426.92;F713.8

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