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论文编号：	7688
作者编号：	2220132332
上传时间：	2015/11/29 19:39:51
中文题目：	同方人环公司节能运营商业模式与战略选择研究
英文题目：	Research on operating business model and strategic choice of Tongfang artificial environment Ltd.
指导老师：	张玉利
中文关键字：	公共建筑；机电节能；商业模式；工程案例分析
英文关键字：	Public Buildings；Electromechanical saving；business model；Case of Public buildings
中文摘要：	本文基于具体工程案例分析，结合笔者个人工作经验，以同方人工环境有限公司为研究对象，深入分析了公司所处行业现状、业务环境与商业模式，并结合管理学中经典的差异化战略理论，分别从产品设计，服务特色，人事制度和市场营销四个层面出发，对公司采取的发展战略与营销体系进行差异化分析。分析过程中，笔者充分结合具体的案例研究，强调实践与理论的有机结合。首先，在绪论部分分析了我国能源资源利用现状，并对我国公共建筑机电设施设备能耗情况进行概览，突出加快进行公共建筑设备节能降耗的迫切性与必要性。并通过中外对比，指出行业的未来发展空间和方向。接着，笔者梳理了公共建筑机电设施设备节能服务市场的现状，旨在加强读者对公共建筑机电设施设备节能运营服务领域的了解。将以上研究结果作为背景，笔者引入同方人环作为具体分析对象，探讨其业务发展环境，需要为客户解决的主要问题，总结同方人环所采取的对应策略与商业模式，进一步深化读者对公共建筑机电节能领域实际解决措施的认识。第四章中，笔者结合同方大厦工程案例，具体探讨了公司在运营、值守、盈利等方面的商业模式设计。随后，笔者运用SWOT模型，从自身优势，劣势，发展机遇和外部威胁方面对同方人工环境有限公司的商业条件和市场环境进行分析总结。基于差异化理论，全面剖析其产品差异化战略，服务差异化战略，人事差异化战略，营销差异化战略。在文章最后的总结部分，笔者对各章节的研究结论进行了整理回顾。
英文摘要：	Based on the specific case of Public buildings, the article took Tsinghua Tongfang artificial environment Co., Ltd. as the subject of the study combined with personal working experience, doing depth analysis of the status of company’s industry, business environment and model. In the process of analysis, the writer not only used a variety of scientific management models but also integrated with specific case studies, emphasizing the combination of theory and practice. Firstly, in order to highlight the urgency and necessity of public buildings energy saving, the writer analyzed the present situation of China’s energy resources, doing an overall review of mechanical and electrical facilities of public buildings. Through the comparison between domestic and foreign market, we could point out both the potential development space and direction of this typical industry. Then, the author cleared up the current status of the energy conservation of public buildings’ mechanical and electrical facilities，aiming at strengthening the readers’ understanding about the industry as a whole. Take the research results above as background, the author proposed to take Tsinghua Tongfang artificial environment Co., Ltd. for detailed analysis and deeper research. Specifically, we analyzed the business environment of the company, finding the need of customers and potential problems Tongfang faces. Through case study, we can have an understanding of company’s business model and management path in operating，facility maintaining and profit model. Then, the writer used SWOT model to summarize case company’s business conditions and market environment from its internal strengths, weaknesses, external opportunities and potential threats. And on the basis of company's presentation of commercial projects, the author tried to give readers a comprehensive analysis of product differentiation strategy, service differentiation strategy, personnel differentiation strategy, marketing differentiation strategy and development differentiation strategy. To sum up, the author made a conclusion collection according to the results of each part at the end of this article.
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