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论文编号：	6197
作者编号：	2220100747
上传时间：	2014/6/5 17:37:29
中文题目：	丽贝亚公司酒店装饰工程产品化及产品延伸和规划
英文题目：	On the research of being Productalized the hotel decoration engineering, extending and planning its products for LIBEIYA
指导老师：	薛有志
中文关键字：	丽贝亚公司， 酒店装饰工程，产品化，定位，产品延伸
英文关键字：	LIBEIYA corporation, Hotel decoration engineering, Productalized, Positioning, Extending its product line
中文摘要：	当前，我国建筑装饰行业与日、德等国同行业相比较有很大差距，总体上处于较初级的发展阶段，国内企业之间同质化竞争严重。丽贝亚公司处于国内建筑装饰行业第二阵营，丽贝亚公司如何借鉴先进的管理实践与方法，实现第二阵营向第一阵营的跨越？本文借鉴其他行业的服务产品化的理念，提出了“工程产品化”的感念，并就丽贝亚公司实施“工程产品化”的战略转型构想，和丽贝亚公司酒店装饰工程及服务如何实现“工程产品化”进行了具体深入地探究。本文以传统的产品管理理论为基础，充分借鉴了菲利普.科特勒、今井正明等管理专家对产品营销、产品定位等研究成果，并结合自身实际工作经验中对有关问题的思考提出了丽贝亚酒店装饰工程产品化的主要内容。所谓工程服务产品化，就是将工程营销与施工过程分解成若干节点，将每个节点生产过程标准化，按照传统产品管理的思路将每个节点都进行产品形式的管理和评价，直至把整个工程以产品的形式营销和交付给客户，最终实现让服务有标准、过程有标准、管理有标准、交付有标准，改变丽贝亚公司目前服务品质参差不齐、服务质量标准认识不统一、客户期望与现实不一致、个性化需求和规模化生产难以同时兼顾低成本和高质量等矛盾，实现了无形的工程服务像有形产品一样标准化制造、有形化营销、客观化评价与规划化管理，是工程管理的一大创新构想。工程服务产品化，能够更好的标准化生产工程服务，促进服务品质和服务创新不断升级，能真正解决规模化生产的低成本和满足用户个性化需求的高品质之间的矛盾，让客户体验不断得到提升，服务成本得到有效控制。把工程服务像产品一样营销和制造，是工程服务产品化的出发点；识别出客户最敏感、最有价值和特色的服务内容，按产品管理的逻辑把这些服务内容的营销与施工过程分解成多个标准化的节点和工序，运用传统产品管理的市场定位、产品营销、过程标准化生产和品质标准化控制等方法对工程服务进行营销和运营管理，是工程服务产品化的核心；使工程程服务内部有实施和检查标准，外部能客观有效评估，从而最终解决过去丽贝亚公司工程服务在效率、成本、标准、定价以及评估等方面的难题，是工程服务产品化的关键所在；首先对酒店装饰工程服务进行产品化实践，是迈出工程服务产品化的坚实一步。对酒店装饰工程产品化，首先应在丽贝亚营销领域对酒店装饰工程进行产品组合规划、产品市场定位和产品化营销，其次，对施工过程标准化、产品化作业是实现酒店装饰工程产品化的关键一环，对工程项目实行产品化管控则是酒店装饰工程产品化有效手段。本文还对丽贝亚酒店装饰产品的具体规划、市场定位和产品组合给出了自己的建议方案，并对特定的酒店装饰产品线延伸提出了自己的建议规划。
英文摘要：	At present, the architectural decoration industry in China is generally in the development stage of the primary. The homogenization is serious and the profit rate is not high in the architectural decoration industry in China. Comparing with the peers in Japan, Germany and other countries the gap is great. LIBEIYA, one of the architectural decoration enterprises in the second camp, how to stride across into the first camp by referring from the advanced practice and method? This paper proposes some strategic solution to productalizing the decoration, and on how the the hotel decoration productalized its engineering. This proposal is based on the traditional product management theory, fully referred the research achievement of Philip Kotler, Imai Masaaki and other management experts, And combined with some own experience in the industry also. The decoration being productalized, it means the marketing and construction process of its engineering is decomposed into several nodes, each node is standardized as same as the node being a product, the decoration project being marketed and delivered to the customer is in the form of product--its service, process and management is standardized in a standard way. By decoration being productalized, It will solve some difficulties such as the services quality is different, the service quality standard are not unified, and the customer’s expectation are not satisfied by the engineering. By decoration being productalized, the invisible services will be marketed and manufactured as it is in the form of tangible product. Treating the engineering services as a product, and marketing and manufacturing it as it is a product, is the first step of the engineering services being productalized；identifying the most sensitive, most valuable attribute in the service, and the service being decomposed into some standardized nodes and processes, the service be marketing and manufacturing in the traditional product way, is the core of the engineering services being productalized；making the internal engineering service implementation and inspecting standardized, the external objective assessment standardized, is the key to the engineering services being productalized；Productalized the hotel decoration is a solid step in the engineering services being productalized in LIBEIYA. Carrying out a product mix planning, product positioning is the first step in the productalized the hotel decoration engineering；standardized the process is the key to the productalized the hotel decoration engineering；controlling the process in a way of product is an effective means for LIBEIYA. The specific planning, product positioning and product mix for LIBEIYA in the productalized the hotel decoration engineering are proposed in the paper, some extended product lines in the productalized the hotel decoration engineering are proposed alse.
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