建筑企业项目文化建设与文化营销

发布时间：2018-05-04 09:54

本文选题：项目文化 + 项目管理　；参考：《武汉理工大学》2002年硕士论文

【摘要】： 在市场竞争越来越激烈的今天，为适应扑面而来的经济全球化和知识经济的浪潮，建筑企业项目文化作为项目的无形资产，已成为项目、企业乃至全社会的一笔巨大的财富，在社会主义精神文明和物质文明建设中有着举足轻重的地位。首先，本文在大量调查研究有关资料的基础上，从项目文化与企业文化的关系入手，指出由于建设项目管理运作在中国起步较晚，建筑行业从1987年推广鲁布革管理经验以来，才逐步形成以工程项目管理为核心的新的经营管理体制，同时中国社会主义市场经济刚刚建立不久，，进行完善是个长期复杂的过程。而原有的官本位意识、封闭经营意识、轻视管理意识、忽视文化意识等等，在人们头脑中依然存在，对项目文化的关注和认识更显得淡薄和肤浅。对建设项目文化不积极，不努力。项目经理在项目运作过程中，只重视项目的业务性、技术性的管理，不重视营造健康的文化氛围；只强调员工要听从指挥，看不到员工有参与的愿望。把项目文化挂在口头上，做表面文章多，真正以人为本，实实在在地营造项目文化的少是目前建筑企业项目文化建设中普遍存在的问题，而面对WTO，面对具有先进管理理念和先进技术的国际建筑市场上的竞争，将会大大加快我国建筑企业由劳动密集型向技术密集型的转变，由粗放型经营型向集约化经营型的转变，而从目前我国建筑企业实际情况来看，在工程项目管理上与国际惯例尚有较大的差距，具体表现为：1、技术应用层次不高，科技含量普遍较低；2、竞争意识淡薄；3、缺乏国际经营承包经验等。其次，本文总结出建筑企业项目文化的特点和结构。项目文化可以在项目管理过程中统一认识、探寻项目管理起源和形成、展现项目管理的丰富内涵和特征，并且有利于引入国外的、可供我国借鉴的建筑管理先进经验在中国的运用和发展，建设符合中国国情的、具有中国特色的建筑企业项目文化。建筑项目文化的结构可分为四个层面，由表及里依次为物质文化、行为文化、制度文化、精神文化，并分析了各个层面各自的特定含义以及各层面之间紧密的内在联系，既物质文化是行为文化、制度文化、精神文化以物质形态显现出来的表层项目文化；行为文化是制度文化、精神文化的动态体现，也是团队精神和价值观的折射：制度文化是人与物的结合部分，是人的意识与观念的反映，制度文化具有中介性，既能适应物质文化的固武汉理工大学顾士论立定形式，又是塑造精神文化的主要机制和载体：精神文化相对于物质文化、行为文化来讲是更深层次的文化现象，是项目意识形态的总和，是物质文化、行为文化的升华，属于上层建筑范畴。另外还分析了建筑企业项目文化与文化营销的关系。文化营销是企业、项目和 L 商家在一系列营销策略上形成的一种文化现象，它是一种高品位、智力型的竞争手段，服务于价值目标，渗透在营销过程的各个环节。它运用牌匾、橱窗设计和广告艺术等手段来促进产品销售，其实质充分体现了企业、项目、商家对消费者心理需求、审美观点、精神气质、兴趣爱好的寻觅和追逐。品牌和广告是营销中不可或缺的两大有力“武器”。建筑项目创名牌要靠实际、靠质量，要视质量为生命，没有质量就没有工程项目，没有工程项目，企业就无法生存，“百年大计，质量第一”，以质量取信用户，提高知名度。质量无缺憾的名牌才是真正的名牌。广告文化对现代企业、项目、商业乃至社会具有多种多样的功能，它可以帮助建筑企业工程项目形成独特的项目文化，树立项目形象，提高工程项目和企业的信誉和知名度；它可以帮助消费者了解产品信息，了解商品知识，刺激消费需求，形成新的消费观念。最后提出建筑企业项目文化营造应进循的规律，并就建筑企业项目文化建设的模式及管理过程提出建议。在建筑企业项目文化营造中项目经理是项目文化的主宰，项目经理头衔不仅是一种经济现象，也是一种文化现象，项目经理不仅能创造项目建设和项目管理上的奇迹，也能营造出独具特色的项目文化。健康的项目文化不会自然形成，而是靠项目经理在其项目运作实践中培育营造出来的，卓越的项目文化也是项目经理素质的综合反映。建筑企业项目文化营造包括物质文化营造、行为文化营造、精神文化营造，并要注重继承和发扬中华民族博大精深的传统文化，立足于时代的高度，进行扬弃和提升，在传统优秀文化母体中弘扬出现代精神。现代建筑企业项目管理和计算机新技术的结合是当代科技和经济发展的必然趋势，其产物就是建筑企业项目管理计算机软硬件技术的产生和不断发展。本文针对我国企业的实际情况，以及社会主义市场经济发展的需要，建筑企业项目管
[Abstract]:In today ' s market competition , to adapt to the wave of economic globalization and knowledge economy , the construction enterprise project culture has become an intangible asset of the project , which has become a huge asset of the project , enterprise and whole society , which plays a very important role in the construction of socialist spiritual civilization and material civilization .

Firstly , this paper starts with the relationship between project culture and corporate culture , and points out that since the construction project management operation is late in China , the construction industry gradually forms a new management system with the core of project management . At the same time , the original position consciousness , closed operation consciousness , light management consciousness , neglect of cultural awareness and so on are still exist in people ' s minds .
In the face of WTO , facing the WTO and facing the competition in the international architecture market with advanced management idea and advanced technology , it will greatly speed up the transformation of construction enterprise from labor - intensive to technology - intensive , and it will greatly accelerate the transformation of construction enterprises from labor - intensive to technology - intensive .
2 . The competition consciousness is thin ;
3 . Lack of international contractual experience and so on .

Secondly , this paper summarizes the characteristics and structure of construction enterprise project culture . The project culture can be used and developed in the process of project management to explore the rich connotation and characteristics of project management . The structure of construction project culture can be divided into four levels : material culture , behavior culture , system culture and spiritual culture .
The behavior culture is the dynamic reflection of the system culture and the spiritual culture , and also the refraction of the team spirit and the values : the system culture is the combination part of the human and the object , the reflection of the people ' s consciousness and the concept , the system culture has the intermediary , can not only adapt to the solid culture

Gu Shi ' s Theory of Wuhan University of Science and Technology

The definite form , but also the main mechanism and carrier to shape the spiritual culture : the spiritual culture is relative to the material culture , the behavior text

It is a deeper cultural phenomenon , the sum of the project ideology , the material culture and the behavior culture .

Sublimation belongs to the category of superstructure .

It also analyzes the relationship between the construction enterprise project culture and cultural marketing . Cultural marketing is the enterprise , project and

L

A cultural phenomenon that merchants form on a series of marketing strategies , it is a kind of high - grade , intelligence - type competitive hand

Segment , service to value goal , penetration in every link of marketing process . It uses plaque , window design and advertisement

Art and other means to promote the sale of products , the essence of which fully reflects the psychological needs of enterprises , projects and merchants to consumers

The pursuit and pursuit of aesthetic views , spiritual temperament , and interests . Brand and advertising are indispensable in marketing

There are two powerful " weapons " for building projects . It depends on quality , quality , life and lack of quality .

There are no engineering projects , no engineering projects , enterprises can ' t survive , " hundreds of years , quality first " ,

The quality is believed to be the user , and the popularity is improved . The quality of the famous brand is the real name card . The advertisement culture is very modern

Enterprise , project , business and society have a variety of functions , it can help the construction enterprise project form

Make a unique project culture , set up the image of the project , improve the credibility and popularity of the project and the enterprise ;
it may

Help consumers understand product information , understand commodity knowledge , stimulate consumer demand , and form new consumption ideas .

Finally , put forward the law of building enterprise project culture , and construct the construction enterprise project culture .

The project manager is the master of the project culture in the construction of the construction enterprise project culture .

The project manager ' s title is not only an economic phenomenon , but also a cultural phenomenon , not only can the project manager create projects

The miracle of construction and project management can also create a unique project culture . Healthy project culture will not

It is formed naturally , but is built up by the project manager in the practice of its project operation , and the excellent project culture

It is also a comprehensive reflection of the project manager ' s quality . Construction enterprise project culture construction includes material culture construction , behavior text

To build and build a spiritual culture , and pay attention to the traditional culture and footing that inherit and promote the profound and profound Chinese nation

At the height of the times , the discard and promotion are carried out , and the modern spirit is promoted in the traditional excellent cultural matrix .

The Combination of Modern Architecture Enterprise Project Management and Computer New Technology is the inevitable trend of modern science and technology and economic development

The product is the generation and development of the software and hardware technology of the project management computer of the construction enterprise .

The actual situation of Chinese enterprises , as well as the needs of the development of the socialist market economy , the project management of construction enterprises

【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2002
【分类号】：F426.92

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