面向港珠澳大桥减隔震产品营销的项目管理研究

发布时间：2018-03-27 15:44

本文选题：港珠澳大桥　切入点：减隔震产品　出处：《电子科技大学》2015年硕士论文

【摘要】：港珠澳大桥项目为世界性工程,由中国大陆、香港及澳门三地联合建设,采用国际工程建设管理标准和操作规程,所有的工程标的面向全世界公开竞标,范围之广使企业面临激烈而高水平的市场竞争,能否制定出符合企业实际、富有竞争力的策略是项目营销成功的关键。因此,本文将项目管理知识引入到工业品营销,从项目管理角度全面开展港珠澳大桥减隔震产品项目营销策略分析,以期成功拿下该项目。同时,也作为笔者所在公司实施项目管理营销模式试点以及确立企业项目管理里程碑的项目营销研究与应用。本文首先对港珠澳大桥项目特点进行分析,结合当前公司、行业所处环境形势,明确了开展港珠澳大桥减隔震产品项目营销面临的内外部制约因素,指出在开展项目营销时,确定适当的营销策略是项目营销成功的关键。随后,通过项目范围相关知识确立了本项目需求并定义范围,以WBS工作分解包确认了开展项目营销的工作任务;通过项目客户需求分析,结合采购流程分析、SWOT分析、决策树分析,建立起项目的SWOT矩阵,确定了本项目营销总体策略;同时对本营销项目重大里程碑事件进行了识别,确定了项目各工作包工作关系,依此制定了甘特图,以便于项目进度控制。在此基础上,依据项目管理知识对本项目干系人进行了确定,并对该项目进行了风险识别、风险分析与风险应对策略的确定。研究表明,项目前期做出准确决策、项目开展中准确识别项目干系人、做好项目沟通工作、准确把控项目进度和有效控制项目风险对于公司能否在港珠澳大桥减隔震产品项目营销成功至关重要。同时,WBS、SWOT分析、项目沟通管理、项目时间管理、R=P×C风险管理等项目管理知识在本项目营销管理工作中的成功运用,也将为公司今后的项目营销管理提供有价值的参考。
[Abstract]:The Hong Kong-Zhuhai-Macao Bridge project is a worldwide project, which is jointly constructed by three places, mainland China, Hong Kong and Macao, and adopts international construction management standards and operating rules. The scope of the enterprise is fierce and high level of market competition, whether to formulate a competitive strategy in line with the actual enterprise is the key to the success of project marketing. Therefore, this paper introduces the knowledge of project management to the marketing of industrial products. From the point of view of project management, the marketing strategy of the Hong Kong-Zhuhai-Macao Bridge Seismic Abatement Product Project is analyzed in order to successfully win the project. At the same time, As the pilot project management marketing model and the establishment of project management milestone project marketing research and application, this paper first analyzes the project characteristics of Hong Kong, Zhuhai-Macao Bridge, combined with the current company, The environmental situation of the industry makes clear the internal and external restrictive factors for the project marketing of the Hong Kong, Zhuhai-Macao bridge seismic isolation products, and points out that the key to the success of the project marketing is to determine the appropriate marketing strategy when carrying out the project marketing. This paper establishes the project requirements and defines the scope by the relevant knowledge of the project scope, confirms the work task of carrying out the project marketing by the WBS work decomposition package, through the project customer demand analysis, combined with the purchase process analysis, the decision tree analysis, the decision tree analysis, the project customer demand analysis, the purchase process analysis, the decision tree analysis, The SWOT matrix of the project is established, and the overall marketing strategy of the project is determined. At the same time, the major milestone events of the marketing project are identified, the working relationships among the work packages of the project are determined, and the Gantt Chart is worked out. Based on the project management knowledge, the stakeholders of the project are determined, and the risk identification, risk analysis and risk coping strategy are carried out. Make accurate decision in the early stage of the project, identify the relevant person of the project accurately in the development of the project, do a good job in the communication work of the project, Accurate control of project schedule and effective control of project risks are of great importance to the success of the company's marketing of shock isolation products in Hong Kong, Zhuhai-Macao Bridge. At the same time, WBSU SWOT analysis, project communication management, The successful application of project management knowledge such as project time management, RDP 脳 C risk management in the project marketing management will also provide a valuable reference for the company's future project marketing management.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4

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