The whole life cycle of a building, namely BLM, refers to the whole process of a building project from planning and design to construction, operation and maintenance to demolition. Construction projects have the characteristics of high technology content, long construction period, high risk and many units involved, so it is very important to divide the whole building life cycle. Usually, we divide the whole building life cycle into four stages, namely, planning definition stage, design collection stage, construction interaction stage and operation and maintenance stage.

First of all, the four stages of the whole life cycle of architecture

1) Planning definition stage: planning, standardization and preparation. Data definition must be based on the actual data requirements. From the point of view of the project, the requirements of the owner and FM are the final data requirements; If it is based on the efficiency and competitiveness of enterprises, it is the demand of each enterprise;

2) Design collection stage: enforceability, coordination and effectiveness are the requirements of data collection stage. At present, BIMer mostly works at this stage. With the continuous evolution of technology and related tools, there will be more and more means and higher efficiency at this stage;

3) Construction interaction stage: mainly refers to the process and technology of data interaction. Different software tools, different software system platforms and various control systems need to be practical, and the same source data needs an interactive interface to identify and process. This stage requires a strong ability to develop the underlying software, and involves a large number of standards at all levels. Usually you just need to be familiar with the relevant standards and know the interaction logic. The bottom things will be defined by relevant professional organizations, even if there are a lot of personalized needs. As long as the requirements can be clearly described and defined, it is ok to entrust relevant professional institutions to carry out structured development, unless we cut into developing software or products with independent intellectual property rights;

4) Maintenance stage: continuous data management, design data update, supplement, optimization and new application support. To some extent, it includes the above three stages.

Second, the data in the BIM model at different stages of the project are different.

1) design stage: graphic data accounts for a large proportion in BIM model, and only relatively few characteristic data are needed, including visual structural physical space data, accurate documents, energy and environmental analysis data, market data, etc.

2) Construction stage: characteristic data has been dominant, including construction simulation, project, cost, progress and other data.

As an advanced tool and working method, BIM technology has not only changed the means and methods of architectural design, but also made revolutionary innovations in the field of construction industry. Through the establishment of BIM information platform, the cooperation mode of construction industry has been completely changed. With regard to the application of BIM in the whole life cycle of buildings, bSa(buildingSMARTalliance) of the United States has made a detailed summary of the application status of BIM in the whole life cycle of buildings.

The main applications of BIM in all stages of the whole building life cycle of the project are as follows: the planning stage is mainly used for state modeling, cost budgeting, stage planning, site analysis, spatial planning and so on. The design stage is mainly used to demonstrate the design scheme in the planning stage, including scheme design, engineering analysis, sustainability assessment and specification verification. The construction stage mainly plays the role of three-dimensional coordination with the design stage, including site use planning, employment system design, digital processing, material field tracking, three-dimensional control and planning, etc. In the operation stage, it is mainly used to record and model the construction stage, including making maintenance plans, building system analysis, asset management, space management/tracking, disaster planning, etc.

3) Operation and maintenance stage: there is little demand for graphic data, mainly feature data, including operation and maintenance procedures, equipment location, maintenance information, etc.

Three. BIM data in construction and operation stage

Design and construction stage: BIM data of architectural design or construction process includes schedule, budget and contract, etc. , and it is required that corresponding changes should be made in time; It should also contain some data needed for post-operation or renovation and update, which can come from relevant construction documents or procurement documents. The main data stakeholders in this process are architects, engineers, contractors and project evaluators.

Schedule operation stage: schedule operation needs data about indoor personnel activity route and space planning, equipment replacement needs data such as warranty, product description and maintenance, personnel evacuation plan and coding rules, data needed for management contract requirements and negotiations, lease contract termination, space vacancy status and other potential subletting data. The data stakeholders in this stage include facility manager, operation manager, safety and occupational health manager, maintenance manager, safety manager, project chief representative and risk manager.

Renovation and renewal: optimizing core tenants, effective lighting scheme to adapt to new standards, etc. Data stakeholders at this stage include architects, engineers, contractors, assessors, energy managers, environmental managers and so on.

Second, the life cycle of technology-based SMEs

Small and medium-sized scientific and technological enterprises generally follow the growth law of small and medium-sized enterprises, and their life cycle includes four stages: initial stage, growth stage, maturity stage and decline stage. Enterprises in different stages of the growth cycle face different risk characteristics, which affects the weight of each sub-item of the credit rating system, which is of great reference significance for determining the loan guarantee insurance rate of small and medium-sized science and technology enterprises. At present, the loan guarantee insurance for small and medium-sized science and technology enterprises is mainly aimed at start-up and growth enterprises.

In the initial stage, enterprises generally have small assets, incomplete financial statement data and opaque enterprise information. Start-ups mainly face market risks, operational risks and management risks. General enterprises are still in the state of partners, except for the core R&D personnel, there are few other managers, and the system and mechanism are not perfect. Because of this, its financing is more difficult and the financing cost is higher. Its average loan interest rate is 30% higher than the benchmark interest rate, and the extra cost is 6% to 8%. The guarantee method is mainly guaranteed by the guarantee institution and the purchase of loan guarantee insurance. At this stage, the investment of venture capital does not exceed 10% of its total venture capital, and its energy is very small. The credit ratings of these enterprises are mostly B and below, and the loan guarantee insurance rate is expected to be around 8%.

The growth stage of an enterprise is a stage in which benefits and risks coexist. At this time, enterprises already have their own products and try to sell them. At present, the operating expenses, management expenses and sales expenses have increased rapidly, and the research and development expenses have also remained at a high level. At this stage, enterprises also need financial support very much. Due to the accumulation and precipitation of growing small and medium-sized science and technology enterprises, it is much more convenient to obtain financing than in the initial stage. With the continuous sales of enterprise products, the scale of enterprise assets has also expanded, information has gradually become complete, financial statements have become complete, and loan costs have gradually decreased. The loan interest rate is about 65,438+0.2 times of the benchmark interest rate, and the extra cost of guarantee is 2% to 4%.

3. What are the characteristics of the life cycle of high-tech SMEs?

Life cycle of high-tech products and its marketing strategy

1. Characteristics and marketing strategies of the lead-in period

The main characteristics of this stage are: the product technology and performance are not perfect; Small production batch, high trial production cost and high product cost; Users don't know much about the products, the sales volume is small, they need to do a lot of advertising, and the promotion cost is high; The enterprise has little or no profit, or even a loss; There are fewer competitors in the market. According to these characteristics, the focus of enterprise marketing is to improve the vitality of new products, make products accepted by users as soon as possible, and promote their transition to the development period. Four marketing strategies are usually adopted:

The first is the strategy of high price and high promotion. That is, to launch new products at high prices and high promotion expenses, so as to seize the market quickly. Setting a high price will definitely affect the rapid opening of product sales, but due to paying a lot of advertising and other promotional expenses, we can create a high-quality or brand-name image of products in the market, so that consumers can have psychological trust in products and realize the high quality and good price of products, thus alleviating the adverse effects of high prices. The market conditions for adopting this strategy are: customers who already know this new product are eager for novelty and are willing to pay high prices; Facing the threat of potential competitors, enterprises urgently need to establish well-known brands as soon as possible.

The second is the strategy of high price and low promotion. That is, launch new products at high prices and low promotion costs. Only by combining the two can we get more profits from the market. The market conditions for implementing this strategy are: the market capacity is relatively limited; The products are really famous and unique, the price elasticity of demand is small, and those in need are willing to pay high prices; The threat of potential competition is not great.

The third is the strategy of low price and high promotion. That is, vigorously launch new products with low prices and high promotion costs. This strategy can make products enter the market at the fastest speed and make enterprises gain the largest market share. The market conditions for adopting this strategy are: the market capacity is quite large; The demand price elasticity is large, and consumers are unfamiliar with the product, but they are very sensitive to the price; The potential competition is very fierce.

The fourth is the strategy of low price and low promotion. That is, launch new products at low prices and low promotion costs. The purpose of low price is to make consumers accept new products quickly, and low promotion cost can make enterprises gain more profits and enhance their competitiveness. The market conditions for implementing this strategy are: large market capacity; Consumers are familiar with products and sensitive to price; There are quite a few potential competitors, etc.

2. Characteristics of development stage and marketing strategy

The main characteristics of the development period are: the products are basically finalized and mass-produced, and the cost is greatly reduced; Consumers are quite familiar with products, sales have risen sharply, and profits have also increased rapidly; A large number of competitors have stepped in and the competition is fierce. At this stage, enterprises can consider adopting the following strategies:

First, improve product quality.

The second is to open up new markets.

The third is to establish a product image.

The fourth is to improve the effectiveness of sales channels.

Fifth, choosing the right time to lower prices can attract more consumers and hit competitors.

3. Characteristics of maturity and marketing strategy

The main characteristics of this stage are: although the sales volume has increased, it has approached and reached saturation, and the growth rate has shown a downward trend; Profits began to decline after reaching the highest point; Many similar products and substitutes enter the market, and the competition is fierce.

The situation of mature operation is more complicated, and it is necessary to proceed from the reality of enterprises and products. For enterprises with weak strength or product advantages, defensive strategies can be adopted, that is, by implementing preferential prices and quality services, the existing market can be maintained as long as possible. For products that are unable to compete, we can also adopt a retreat strategy, that is, eliminate the product in advance to concentrate on developing new products and make a comeback. If the enterprise is strong and its products are still quite competitive, it should actively adopt offensive strategy. Offensive strategies are usually formulated from the following three aspects:

The first is the product reform strategy. It means to retain old customers and attract new customers by obviously improving the performance, quality and color of products, thus prolonging the maturity period, even breaking the stagnant sales situation and making the sales curve rise again.

The second is the market redevelopment strategy. That is, to seek new users of products, or to seek new market segments, so that products can enter markets that have not yet used the products, such as expanding from cities to rural areas.

The third is the reorganization strategy of marketing factors. Refers to the comprehensive use of price, distribution, promotion and other marketing factors to buy from consumers. Such as reducing prices, opening up various sales channels, increasing sales outlets, strengthening sales services, adopting new advertising methods, and carrying out prize-winning sales activities.

4. Characteristics of recession and marketing strategies

The recession period is characterized by: a large number of substitutes enter the market, and consumers' loyalty to old products declines; Product sales dropped sharply, prices fell, and profits fell sharply; Competitors have withdrawn from the market, etc. In this regard, enterprises usually adopt the following strategies:

The first is the contraction strategy. That is, to shorten the front line and concentrate the resources of enterprises on the most favorable market segments, the most effective sales channels and the most marketable varieties and styles, so as to obtain as much profit as possible from the most favorable factors.

The second is the continuous strategy. Because many competitors have withdrawn from the market in the declining stage, and the market still has a certain demand for this product, enterprises with reduced production costs can continue to maintain their original market segments, follow the past marketing mix strategy, maintain their sales at a certain level, and then withdraw from the market when the time is ripe.

The third is the retreat strategy. When the product is no longer profitable, we should stop production decisively as soon as possible and devote ourselves to the development of new products. Otherwise, it will not only affect the profit income of the enterprise, occupy the limited resources of the enterprise, but more importantly, it will affect the reputation of the enterprise and leave a bad corporate image in the hearts of consumers, which is not conducive to the future products of the enterprise entering the market.

4. What is the relationship between small and medium-sized science and technology enterprises and technology (technological innovation) at each stage of their life cycle, and what are their commonalities?

The leading role of scientific and technological enterprises is scientific and technological innovation, if a scientific and technological enterprise loses its knot. If technology enterprises should first consider whether their innovation needs are recognized by the public. This will extend the life cycle. But in this way, the enterprise's R&D funds will increase, making the enterprise very passive. Therefore, scientific and technological enterprises should have a core technology, and the next R&D should be carried out around it, so that enterprises can