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策划书-服装品牌策划书

2021-02-04 14:22:16观后感
策划书:服装品牌策划书[1]目录:一、市场调研计划二、行业市场环境分析三、目标市场分析四、品牌服装的

策划书:服装品牌策划书[1]

目录:

一、市场调研计划

二、行业市场环境分析

三、目标市场分析

四、品牌服装的市场与消费趋势分析

五、品牌服装的消费者分析

六、品牌分析

七、品牌建设

一、市场调研计划

1调研目的:了解大学生的消费状况,消费观念及商业街的经营情况

调研时间:2009年6月18日-19日

调研方法:口头测试、图片测试、照片测试,问卷调查等

调研对象:以访谈为主,观察为辅;

调研形式:?售点访问、在校学生访问、闹市区流动目标年龄段人员访问

1)街头访问:

到街头搜寻时尚达人,探寻她们的穿衣之道。她们是时尚的紧随者,是潮流的风向标。访问消费者对品牌的看法以及建议。

)售点访问:

专卖店调查:访问品牌的销售对象、成绩;消费者的购买行为;对品牌的认知态度等。

)售点巡查:

要经常到专卖店或生产厂家进行巡查,多了解和掌握品牌的生产和销售状况。

调研地点:德州市德城区

二、行业市场环境分析

主要的调研内容有:

、目标市场的容量及发展潜力;

、行业的营销特点及行业竞争状况;

、政策、法律、经济、技术、地理、文化等市场环境对行业发展的影响;

1、全国市场现状分析

中国是世界上最大的服装生产和出口国,连续多年的高速增长,使得我国服装出口贸易在国际服装贸易中占有极重要的地位。同时近两年我也成为多个国家进行“特保”和反倾销的对象,贸易摩擦不断。虽然今年美欧对我纺织品继续设限,服装出口在去年底有增长乏力的趋势,但从今年上半年看,服装出口继续增长,再创新高,增幅仍有大幅提升。说明我国服装的出口竞争力是非常强的。无论从近期还是远期来看,随着产品附加值的提高,服装强势品牌的崛起,服装行业始终是我国对外贸易的相对优势产业。

、全国市场发展趋势分析

欧美品牌女装市场至今大约有百年历史,日本品牌女装市场也是从上世纪五十年代开始起步的,而中国女装品牌经营之路则是从上世纪九十年代初期才刚刚开始。所谓”后来者居上”,中国品牌女装市场正如中国经济一样,虽然起步较晚,但发展速度非常迅猛。日本及欧美品牌女装所走过每十年的路,中国女装可能只需要三年五年就走完了。任何事物都有着它的发展规律,中国品牌女装之路也正是沿着日本及欧美女装市场一路走过来的,而目前中国女装市场的差距,则将是中国品牌女装市场的发展趋势。

、女装品牌定位两极分化;中国女装品牌定位和市场定位将出现价格上的两极分化,高价的越来越高,低价的则越来越低。、女装流行趋向欧美风格;中国女装市场正经历着从波西米亚风、到韩流、到俄罗斯风情、维多利亚风之后的又一流行趋势--欧美风。、老年装市场逐渐缩水;随着老年人服装消费水平的提高和消费观念的改变,中国老年装市场将逐渐缩水并不断年轻化,特别是中国农村老年人服装市场的转变,将成为中国女装市场的一大商机。、女装品牌数量减少、单品牌质量提高;中国男装、童装、休闲装和内衣品牌前十名的消费集中度都在70%以上,而中国本土女装品牌前十名的消费集中度仅仅达到15.06%,这说明目前中国女装单品牌的质量相对较差。、批发市场由低端向中高端专业集散中心发展;批发市场也在发生着变化,已经由低端的纯批发性质的市场向中高端专业集散中心发展。早些年的纯批发性的市场,现在已经有一小部分的展厅不批发,也不零售,而只是作为一个品牌宣传和招商的窗口。、国外女装品牌大量涌进中国;随着zara杭州店的开业,目前zara在中国已经拥有了第四家店铺。我们可以看到越来越多的国外女装品牌大量的涌进中国。、复合型产品多层店铺逐渐增多;在未来几年时间里,中国女装将出现品牌数量减少、单品牌质量提高并会出现一批非常优质的品牌的趋势。而在终端市场上,品牌商直接与强势百货商场联姻、品牌商直接与优秀终端加盟商合作、品牌商全部直营或大部分直营模式的”直接掌控终端”战略将逐渐增多,省代理将向分公司和”品牌管理机构”的形式靠拢。

、目标市场总体分析

日本、美国、欧盟和中国香港地区仍然分列我国服装四大主要出口市场,但这些传统出口目的地的微妙变化和一些新兴市场空间扩展的动向值得特别关注。

XX年我国服装及衣着附件对美出口127亿美元,增长77.7%,占出口总额的18.5%,同比增长6个百分点,为我国服装出口第二大市场。对美出口商品以梭织服装为

government decrees.(a) on the center of focus on supervision. In accordance with the "grasp the overall situation, focused, practical, quantitative refinement" principle, conscientiously fulfill the supervision function, focusing on the important deployment, major decisions of the party will, secretary's office, department heads meeting agreed matters assigned by the leadership group, the book down and do the important matters and the regiment the key work to focus on supervision, to ensure that the inspection item piece is an echo, everything in the bag, to promote the work carried out smoothly.(two) grasp the key special supervision. According to different periods of work needs, focus on leadership, social concern, hot and difficult problem of youth reflects the implementation of regular and dynamic supervision of special work assigned by the leadership of the special work of tracking supervision, regularly held the Department responsible for the regular inspection work carried out inspection stage. Check or the implementation of the work, to the work of the special supervision and implementation.(three) innovative ways to promote the supervision. To further improve the effectiveness of supervision and inspection work, really play a role in promoting the implementation work. To further improve and perfect the supervision report system, inspection notification system, regularly carry out random checks of the supervision matters, to highlight the effectiveness of the inspection work, to effectively promote the work carried out.Five, pay close attention to daily management, efforts to improve logistical support capacityAccording to "do great things, do small things, start from the details; General requirements from the overall situation", pay close attention to daily management, enhance the foresight and initiative work, do the work of early preparation, program cost fine plan, artful arrangement, high quality services.(a) further strengthen the authority of hardware construction. Combined with the "three hit" work, to further promote the party organ culture construction, and actively carry out party building advanced units, units of civilization, to create the homes of the workers, further standardize internal office conditions, perfect decoration authorities canteen, strengthening the Office building management, further improve the authority office environment.(two) to further strengthen the organization system construction. The implementation of the municipal Party committee of various rules and regulations, in accordance with the norms of management, efficient principle, perfect all kinds of meetings, document processing, logistics system, perfect a set of scientific and reasonable comprehensive coverage, the rules of the system. To strengthen the day-to-day management work, continuously enhance the rigor and the scientific management, according to the requirements of task decomposition, refinement of quantitative indicators, realize the work determination, work process standardization, work system, to promote the daily work efficient and orderly operation.(three) to further strengthen the fine financial management authority. Hold on to open source, to further increase funding for efforts, multi-channel for funding, strengthen the overall financial institutions. The authorities adhere to grasp the throttle, vehicle maintenance, major conference activities, network maintenance and other major expenditure to implement the budget control at the beginning of the year, authorities to strictly implement the financial management system, do a good job the pre final accounts, financial institutions, financial analysis and financial statements related. Adhere to the financial reporting system, improve the efficiency in the use of assets, and the Communist Youth League work continued to develop.(four) to further strengthen security work earnestly. Confidentiality of confidential confidential documents, strict implementation of the management system, security system, focus on the secret of the computer and network security management, strict management measures. Actively carry out regular security education, provided security awareness high cadres of workers, to prevent the loss occurred leak phenomenon. To strengthen the archives management work, conscientiously implement the archives, seal management system, actively carry out the relevant documents, materials, letters and pictures materials collection, registration and filing. The strict safety responsibility system, strictly holidays and night security duty system, strengthen the major work Moving safety work, to ensure safe and orderly.(five) to further strengthen the daily service work. To firmly establish the "rules as standard" point of view, whether do the text, do, act, or on duty, reception, security in strict accordance with the rules, according to the procedures, to ensure standardized operation. Take care of cadres of workers life, seriously deal with the party to do things for the project for the masses and actively improve the cadres of workers welfare. Strict management of vehicles, official vehicles. To ensure the implementation of office smile service system and first asked the first joint service system, the implementation of service complaints system, ensure the quality of service continues to increase.Six, pay close attention to team building, focus on improving the ability to open up innovationIn accordance with the "build a first-class team, with first-class team, a first-class performance, tree class image," the overall requirements, and vigorously strengthen the construction of cadres and workers, and promote the healthy growth of cadres and workers and all-round development.(a) establish the right work ethic. Firmly establish the concept of office work, have a brilliant future, strengthen the sense of innovation, enhance innovation and courage, to free from old ideas, actively respond to the development requirements of the new situation, actively adapt to the new leadership strictly from the high requirements, innovation and breakthrough, promote office work the steps in innovation.(two) to strengthen the ideological and political construction. Continue to consolidate communist education on Party members'advancement activities and enhance awareness of the Communist Youth League education achievements, serious ideological and political work of office staff, carry out the "dedication in the post work, first-class theme contest activities, and guide the cadres and workers to firmly establish a correct outlook on life. And values, the firm high political consciousness, firm political position, strict political discipline, strengthen the cadres and workers of political awareness, overall awareness, sense of service, efforts to form a diligent, efficient, innovative,Rigorous working atmosphere.(three) to carry out the policy theory of learning. To improve the office of cadres and workers pay close attention to the quality of training and learning, strengthen business knowledge and comprehensive knowledge, constantly optimize the knowledge structure, improve the overall quality of the level of proficiency and more than one post to the "Office of the cadres and workers to deal with specific issues. Adhere to the new period of the focus group the overall work, in-depth analysis and exploration of the functions of the office development and the direction of development, and strive to improve the overall awareness and service level of the office of cadres and workers. There are plans, steps to arrange the staff to participate in the exchange of learning and testing exercise, and strengthen the office of the Communist Youth League, and other provinces and cities Level office of the office of business exchanges, and strive to form a strong learning atmosphere.(four) to strengthen the team building. Stick with the system of management, strict implementation of the work system, strictly regulate the work procedures; adhere to the training of people with business, the cadres and workers more responsibility, more to provide the stage, to help with, strengthen staff training; adhere to unite people with feelings, really care about the work, learning and life style; adhere to infect people, guide the cadres and workers of self-discipline, dedication, unity, pragmatic, hard-working and carry forward the spirit of selfless dedication, a successful career in the extraordinary position; adhere to work drive, office team members adhere to lead, take the lead To be, learning, solidarity, pragmatic and incorruptible example.Attachment 2:XX municipal Party committee of the Communist Youth League work points,With Deng Xiaoping theory and the important thought of "Three Represents" as guidance, comprehensively implement the Scientific Outlook on Development, the implementation of the party's eight plenary session of the two session of the fifth Plenary Session of the 16th CPC Central Committee, municipal Party committee, the Central Committee of Communist Youth League in the fourth Plenary Session of the 15th CPC Central Committee, XX two session of the five Committee in accordance with the spirit of "leapfrog development, requirements of first-class" people-oriented and service innovation. Means to promote the work, regulate the procedure of management, enhance the quality of image work philosophy, adhere to the service of the work of the center, serve the development of the career of the Communist Youth League, the informatization construction of service agencies, organizations to develop XX, "11th Five-Year" youth career development planning, to further deepen the Communist Youth League The theoretical research, the full implementation of the "Knowledge Youth Information Digital XX League" construction project in XX city and popularization of engineering, unity and cohesion of youth work theory research and information technology team of young talents, and vigorously promote the 2006 year key project implementation work, and strive to achieve the XX chapters of theoretical research and the level of informatization construction on a new level.,Make a plan to develop XX City, "11th Five-Year" youth career development plan, for the implementation of the name of the city government.To promote the two projects. To vigorously promote the popularization of knowledge youth information XX city project, and strive to improve the informatization level of teenagers; vigorously promote the "digital XX League" construction project, make full use of information technology services and promote the work of the Communist Youth League.The construction of three platforms. To improve the efficiency, rich content, give full play to the Communist Youth League <XX magazine, the construction of the Communist Youth League work guidance and communication platform; expand the function, enhance interaction, give full play to the XX youth electronic community website, the construction of information network and participate in the youth service platform; integration of resources, focus on services, the establishment of XX city informatization of young talents Association, give full play to the XX Youth Research Institute and XX Information Association of young talents, and Research on construction of information talent and cohesion platform.,(a) scientific planning, meticulous organization, earnestly XX youth development "11th Five-Year" planning work. In accordance with the scientific, effective, open and operational principles, combined with the actual development of adolescent XX, XX junior career scientific judgment of future development trend, focusing on Ideological Education for youth, youth employment and entrepreneurship, Youth Science and technology innovation, adolescents' learning, youth culture and entertainment, exchanges and cooperation, the adolescent youth participation, and safeguarding the rights and interests of crime prevention, 9 key areas of youth organization construction, develop XX youth career development planning "in 11th Five-Year" XX, actively into the national economy and social development "11th Five-Year" plan system, and on behalf of the municipal government issued Implementation. In the formulation, implementation of the <XX foundation, "11th Five-Year" youth career development planning ", through the investigation and scientific analysis, to develop annual work plans for youth development, actively play with. Planning on implementation effect.(two) to grasp the overall situation, in-depth research, give full play to role of staff Explorer chamber. An in-depth study and practice of Deng Xiaoping theory and the important thought of "Three Represents", comprehensively and accurately grasp the profound杨勇 2016/8/3 16:44:01

responsibilities of team a fine of 50 Yuan. (7) at height and the opening and provisional protective measures have been taken, the responsible unit fined 200 Yuan, construction person in charge a fine of 50 Yuan. (8) no permit to work and the job in accordance with the provisions, on the job unit fined 300 yuan, the unit will charge a fine of 100 Yuan. 7.5.3 accident penalties (1) injuries fatalities directly punished 1~2 million. Direct responsibility for the accident and have the corresponding responsibility of leadership, such as concerning administrative sanctions, should be brought to the company or the relevant Department. (2) personal injury accident occurred, the direct punishment 0.5-10,000 yuan, responsible for the direct responsibility for the accident and the responsibility of leadership, such as concerning administrative sanctions should be dealt with by the personnel Department of the company. (3) personal injury accident occurs, the direct punishment 500-1000, who is directly responsible for the accident responsibility, give notice of criticism and 50-100 economic sanctions against them. (4) to conceal the accident, reported without undue delay or false, to inform the administrative leadership of the criticism, resulting in serious consequences, the pursuit of leadership, along with 500-1000 punishment. (5) significant near miss should be attempted as the case of responsible for the accident and construction team injuries accident penalty provisions, mutatis mutandis. Eight, should perform in the construction standards and specifications, standard specification for serial number name 1 GB3323-2005 steel fusion welded butt joints, welding engineering-Ray lighting and quality rating of 2 GB11345-89 steel welds manual ultrasonic testing method and testing results for grade 3 GB50236-2002 industrial pipe welding engineering code for construction and acceptance of field equipment 4 HGJ222-92 technical specification for welding of aluminium and its alloys 5 SH3525-2004 petrochemical low temperature steel welding procedure 6 JB/T4708-2000 of welding procedure qualification for steel pressure vessels 7 JB/4709-2000 8 JB4730-2005 pressure vessel welding procedures of steel pressure vessel NDT 9 JB/T4744-2000 steel pressure vessel products mechanical properties test of welded plate II, mechanical equipment installation engineering 1 GB150-98 2 GB50128-2005 steel pressure vessel construction vertical cylindrical steel welded tanks and acceptance 3 JB/ T4735-1997 steel welded atmospheric pressure vessel 4 GB50231-2009 mechanical equipment installation engineering construction and acceptance specification for 5 GB50275-98 compressor, fan and pump installation engineering construction and acceptance specification for 6 HG20201-2000 construction installation engineering code for construction of lifting ... Pressure gauges, using an installed spark arrestor for acetylene cylinders, illegal

杨勇 2016/8/3 16:44:01

responsibilities of team a fine of 50 Yuan. (7) at height and the opening and provisional protective measures have been taken, the responsible unit fined 200 Yuan, construction person in charge a fine of 50 Yuan. (8) no permit to work and the job in accordance with the provisions, on the job unit fined 300 yuan, the unit will charge a fine of 100 Yuan. 7.5.3 accident penalties (1) injuries fatalities directly punished 1~2 million. Direct responsibility for the accident and have the corresponding responsibility of leadership, such as concerning administrative sanctions, should be brought to the company or the relevant Department. (2) personal injury accident occurred, the direct punishment 0.5-10,000 yuan, responsible for the direct responsibility for the accident and the responsibility of leadership, such as concerning administrative sanctions should be dealt with by the personnel Department of the company. (3) personal injury accident occurs, the direct punishment 500-1000, who is directly responsible for the accident responsibility, give notice of criticism and 50-100 economic sanctions against them. (4) to conceal the accident, reported without undue delay or false, to inform the administrative leadership of the criticism, resulting in serious consequences, the pursuit of leadership, along with 500-1000 punishment. (5) significant near miss should be attempted as the case of responsible for the accident and construction team injuries accident penalty provisions, mutatis mutandis. Eight, should perform in the construction standards and specifications, standard specification for serial number name 1 GB3323-2005 steel fusion welded butt joints, welding engineering-Ray lighting and quality rating of 2 GB11345-89 steel welds manual ultrasonic testing method and testing results for grade 3 GB50236-2002 industrial pipe welding engineering code for construction and acceptance of field equipment 4 HGJ222-92 technical specification for welding of aluminium and its alloys 5 SH3525-2004 petrochemical low temperature steel welding procedure 6 JB/T4708-2000 of welding procedure qualification for steel pressure vessels 7 JB/4709-2000 8 JB4730-2005 pressure vessel welding procedures of steel pressure vessel NDT 9 JB/T4744-2000 steel pressure vessel products mechanical properties test of welded plate II, mechanical equipment installation engineering 1 GB150-98 2 GB50128-2005 steel pressure vessel construction vertical cylindrical steel welded tanks and acceptance 3 JB/ T4735-1997 steel welded atmospheric pressure vessel 4 GB50231-2009 mechanical equipment installation engineering construction and acceptance specification for 5 GB50275-98 compressor, fan and pump installation engineering construction and acceptance specification for 6 HG20201-2000 construction installation engineering code for construction of lifting ... Pressure gauges, using an installed spark arrestor for acetylene cylinders, illegal

government decrees.(a) on the center of focus on supervision. In accordance with the "grasp the overall situation, focused, practical, quantitative refinement" principle, conscientiously fulfill the supervision function, focusing on the important deployment, major decisions of the party will, secretary's office, department heads meeting agreed matters assigned by the leadership group, the book down and do the important matters and the regiment the key work to focus on supervision, to ensure that the inspection item piece is an echo, everything in the bag, to promote the work carried out smoothly.(two) grasp the key special supervision. According to different periods of work needs, focus on leadership, social concern, hot and difficult problem of youth reflects the implementation of regular and dynamic supervision of special work assigned by the leadership of the special work of tracking supervision, regularly held the Department responsible for the regular inspection work carried out inspection stage. Check or the implementation of the work, to the work of the special supervision and implementation.(three) innovative ways to promote the supervision. To further improve the effectiveness of supervision and inspection work, really play a role in promoting the implementation work. To further improve and perfect the supervision report system, inspection notification system, regularly carry out random checks of the supervision matters, to highlight the effectiveness of the inspection work, to effectively promote the work carried out.Five, pay close attention to daily management, efforts to improve logistical support capacityAccording to "do great things, do small things, start from the details; General requirements from the overall situation", pay close attention to daily management, enhance the foresight and initiative work, do the work of early preparation, program cost fine plan, artful arrangement, high quality services.(a) further strengthen the authority of hardware construction. Combined with the "three hit" work, to further promote the party organ culture construction, and actively carry out party building advanced units, units of civilization, to create the homes of the workers, further standardize internal office conditions, perfect decoration authorities canteen, strengthening the Office building management, further improve the authority office environment.(two) to further strengthen the organization system construction. The implementation of the municipal Party committee of various rules and regulations, in accordance with the norms of management, efficient principle, perfect all kinds of meetings, document processing, logistics system, perfect a set of scientific and reasonable comprehensive coverage, the rules of the system. To strengthen the day-to-day management work, continuously enhance the rigor and the scientific management, according to the requirements of task decomposition, refinement of quantitative indicators, realize the work determination, work process standardization, work system, to promote the daily work efficient and orderly operation.(three) to further strengthen the fine financial management authority. Hold on to open source, to further increase funding for efforts, multi-channel for funding, strengthen the overall financial institutions. The authorities adhere to grasp the throttle, vehicle maintenance, major conference activities, network maintenance and other major expenditure to implement the budget control at the beginning of the year, authorities to strictly implement the financial management system, do a good job the pre final accounts, financial institutions, financial analysis and financial statements related. Adhere to the financial reporting system, improve the efficiency in the use of assets, and the Communist Youth League work continued to develop.(four) to further strengthen security work earnestly. Confidentiality of confidential confidential documents, strict implementation of the management system, security system, focus on the secret of the computer and network security management, strict management measures. Actively carry out regular security education, provided security awareness high cadres of workers, to prevent the loss occurred leak phenomenon. To strengthen the archives management work, conscientiously implement the archives, seal management system, actively carry out the relevant documents, materials, letters and pictures materials collection, registration and filing. The strict safety responsibility system, strictly holidays and night security duty system, strengthen the major work Moving safety work, to ensure safe and orderly.(five) to further strengthen the daily service work. To firmly establish the "rules as standard" point of view, whether do the text, do, act, or on duty, reception, security in strict accordance with the rules, according to the procedures, to ensure standardized operation. Take care of cadres of workers life, seriously deal with the party to do things for the project for the masses and actively improve the cadres of workers welfare. Strict management of vehicles, official vehicles. To ensure the implementation of office smile service system and first asked the first joint service system, the implementation of service complaints system, ensure the quality of service continues to increase.Six, pay close attention to team building, focus on improving the ability to open up innovationIn accordance with the "build a first-class team, with first-class team, a first-class performance, tree class image," the overall requirements, and vigorously strengthen the construction of cadres and workers, and promote the healthy growth of cadres and workers and all-round development.(a) establish the right work ethic. Firmly establish the concept of office work, have a brilliant future, strengthen the sense of innovation, enhance innovation and courage, to free from old ideas, actively respond to the development requirements of the new situation, actively adapt to the new leadership strictly from the high requirements, innovation and breakthrough, promote office work the steps in innovation.(two) to strengthen the ideological and political construction. Continue to consolidate communist education on Party members'advancement activities and enhance awareness of the Communist Youth League education achievements, serious ideological and political work of office staff, carry out the "dedication in the post work, first-class theme contest activities, and guide the cadres and workers to firmly establish a correct outlook on life. And values, the firm high political consciousness, firm political position, strict political discipline, strengthen the cadres and workers of political awareness, overall awareness, sense of service, efforts to form a diligent, efficient, innovative,Rigorous working atmosphere.(three) to carry out the policy theory of learning. To improve the office of cadres and workers pay close attention to the quality of training and learning, strengthen business knowledge and comprehensive knowledge, constantly optimize the knowledge structure, improve the overall quality of the level of proficiency and more than one post to the "Office of the cadres and workers to deal with specific issues. Adhere to the new period of the focus group the overall work, in-depth analysis and exploration of the functions of the office development and the direction of development, and strive to improve the overall awareness and service level of the office of cadres and workers. There are plans, steps to arrange the staff to participate in the exchange of learning and testing exercise, and strengthen the office of the Communist Youth League, and other provinces and cities Level office of the office of business exchanges, and strive to form a strong learning atmosphere.(four) to strengthen the team building. Stick with the system of management, strict implementation of the work system, strictly regulate the work procedures; adhere to the training of people with business, the cadres and workers more responsibility, more to provide the stage, to help with, strengthen staff training; adhere to unite people with feelings, really care about the work, learning and life style; adhere to infect people, guide the cadres and workers of self-discipline, dedication, unity, pragmatic, hard-working and carry forward the spirit of selfless dedication, a successful career in the extraordinary position; adhere to work drive, office team members adhere to lead, take the lead To be, learning, solidarity, pragmatic and incorruptible example.Attachment 2:XX municipal Party committee of the Communist Youth League work points,With Deng Xiaoping theory and the important thought of "Three Represents" as guidance, comprehensively implement the Scientific Outlook on Development, the implementation of the party's eight plenary session of the two session of the fifth Plenary Session of the 16th CPC Central Committee, municipal Party committee, the Central Committee of Communist Youth League in the fourth Plenary Session of the 15th CPC Central Committee, XX two session of the five Committee in accordance with the spirit of "leapfrog development, requirements of first-class" people-oriented and service innovation. Means to promote the work, regulate the procedure of management, enhance the q