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论文编号：	5600
作者编号：	2120112754
上传时间：	2013/11/22 18:28:46
中文题目：	奥的斯电梯公司品牌恢复项目的组织与执行研究
英文题目：	Research on the Organization and Execution of Otis Elevator Company Brand Recovery Project
指导老师：	戚安邦
中文关键字：	项目管理，电梯行业，品牌管理，危机，品牌恢复
英文关键字：	Project Management, Elevator Industry, Brand Management, Crisis, Brand Recovery
中文摘要：	随着经济、科技的高速发展，刺激了中国房地产业和基础建设项目的增长，进而也促进了电梯行业的迅猛发展。随之而来的行业竞争也是日趋激烈，因此电梯企业不仅在产品上要满足客户和市场需要，更要为乘梯公众提供优质服务。但电梯市场的扩大，使得电扶梯保有量急速增加，各个电梯企业的人均保养电扶梯的数量激增，这也增加了发生电梯事故的风险。当电梯事故发生后，往往会对企业品牌造成影响，因此需要迅速实施品牌恢复项目，对电梯品牌进行管理和维护，降低品牌受到的影响。对于品牌恢复项目的启动、规划、实施和控制都需要系统的项目管理知识作为理论基础和行动指南，所以项目管理对于企业在品牌恢复项目上显得极为重要。本文通过以项目管理理论为基础，结合了品牌管理的相关知识，对奥的斯电梯公司品牌恢复项目的组织与执行进行分析研究。第一章分析了当前电梯行业的现状、电梯行业所存在的问题以及该论文的研究意义。第二章回顾了项目管理的相关理论方法，为本文奠定理论基础。第三章针对奥的斯电梯公司品牌恢复项目管理进行了独特性分析，分析了品牌危机的特点及处理方法。第四章论述了奥的斯电梯公司在该品牌恢复过程中的启动、规划流程，并对过程进行分析研究。第五章主要介绍了奥的斯电梯公司品牌恢复项目的实施和控制过程。第六章对奥的斯电梯公司品牌恢复项目的开始、实施到结束进行评价，分析品牌恢复项目对奥的斯品牌自身和电梯行业的影响。第七章总结了整篇论文，概括说明了全文的研究结论和主要创新之处，并说明本论文的不足，阐述下一步研究的主题和方向。通过对奥的斯电梯公司品牌恢复项目管理的研究，更加肯定了电梯企业中品牌恢复项目管理的重要性和必要性。同时，本文还对奥的斯电梯公司在品牌恢复方面的项目管理方法、措施和经验进行总结，希望能够对电梯行业中其他企业有所帮助，并可以在行业中借鉴参考。
英文摘要：	With the rapid economic and technologies development, it is stimulated the development of China real estate and infrastructure business, and also promotes the elevator market. Then, it brings fierce competition in the industry which requires the elevator companies not only in products to meet customer and market needs, they also need to provide excellent service. The inventory of elevators and escalators has risen sharply with the elevator market expansion which makes the quantity of single mechanic maintain increasing. It enhances the risk of elevator incident happened. When the crisis occurs, it will produce the negative effect for the corporate brand. Thus, the company should take brand recovery project as quickly as possible to reduce the impact at the lowest limit. For the initiation, planning, execution and control for the brand recovery project it should take project management as a basis theory and action guide. So, the project management extremely makes sense for such brand recovery projects. This thesis is based on the theory of project management and combined with brand management knowledge to analyze the practice of Otis Elevator Company Brand Recovery Project. The first chapter analyzes current status of elevator industry, key issues in the industry and the significance of the contents. The second chapter introduces the basic theoretical knowledge and method of project management which is the foundation of full article for the discussion. In the third chapter, it expounds the uniqueness analysis of Otis Elevator Company Brand Recovery Project and finds out the characters of brand crisis and its handling process. The fourth chapter shows the details of the initiation and planning process of Otis Elevator Company Brand Recovery Project and analyzes the process. For the fifth chapter, it mainly presents the process of the execution and control of Otis Elevator Company Brand Recovery Project. The sixth chapter made a conclusion for the whole process of Otis Elevator Company Brand Recovery Project to analyze the impact for Otis and the elevator industry. For the final chapter, it is a summary of the entire article, and presented insufficient and prospects of research. Through the project management research of Otis Elevator Company Brand Recovery Project, it acknowledges the importance and necessity for brand recovery for elevator companies. In the mean time, the thesis also summarizes the management method, measure and experience of Otis Elevator Company Brand Recovery Project, hoping to help other businesses, and could promote and refer to in the elevator industry.
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