成都铁塔厂营销项目沟通有效性研究

发布时间：2018-05-08 20:06

本文选题：成都铁塔厂 + 营销项目　；参考：《电子科技大学》2015年硕士论文

【摘要】：随着新的信息经济时代的到来,企业要想在竞争中得以生存和发展必须具备快速反应的能力,管理效率问题越来越影响企业在竞争中的地位,特别是沟通管理问题日渐受到企业管理者的高度重视,因为它直接影响着企业的反映速度及管理效率。而有效的沟通管理是团队合作、组织协调、目标完成、资源优化组合、组织文化形成、发展、企业战略制定等组织功能得以实现的重要保障,是提高项目管理效率和效益的关键所在。因此,项目管理中沟通是否有效直接决定着项目管理的成败。在营销项目管理中,沟通的有效运行同样决定了营销项目是否能够顺利进行。无论从理论还是从客观现实看,对营销项目管理中的有关沟通的问题进行深入研究是理论发展和客观实践的共同需要,尤其是沟通有效性问题对于企业营销项目管理起到至关重要的作用。因此本研究旨在对营销项目中沟通管理有效性的问题进行专题性研究。项目管理不仅仅局限于对项目的管理,还可以将项目管理视为项目化的管理思想或者项目化的管理方法。不但在企业的新建、扩建、改建,新产品的研发、设备的大修与技术改造等企业传统的项目性管理工作中引入项目管理的思想和方法,还可以将传统的职能性、一次性工作转化为项目进行统一的管理。营销活动具有目的性、独特性、临时性、复杂性、不确定性和风险性,这些都符合现代项目管理理论中对项目管理特点的总结。因此,可以将每一次营销活动定义为一个项目,应用项目管理的方法对营销活动进行研究,这也是项目管理的重要研究内容。对于项目管理来说,沟通管理显得尤其重要。项目的一次性决定了项目中有更多的沟通工作需要进行,项目管理的独特性和临时性决定了项目管理的有效运行和管理必须以沟通为前提,要想达到项目的目的性则必须从有效的沟通开始。理论研究和实践都发现,项目管理领域的沟通问题已经得到国内外学者及企业家的广泛关注,他们中大多数人把提高项目沟通水平作为改善项目管理绩效的核心任务。因此,本研究旨在研究营销项目中沟通管理有效性的问题,是改善项目管理绩效的重要研究课题。文章介绍了成都铁塔厂的基本情况以及成都铁塔厂部分营销项目的具体情况,分析了铁塔厂营销项目的组织结构以及营销项目管理的流程,为研究成都铁塔厂营销项目沟通有效性评价做铺垫。依据组织行为学相关理论构建了成都铁塔厂营销项目沟通有效性评价指标体系及营销项目层次结构模型,通过对营销项目各参与方的30名参与者的调查,应用AHP法对成都铁塔厂营销项目沟通现状进行了评价。最后针对成都铁塔厂营销项目沟通有效性评价结果给出了进一步优化营销项目沟通的措施建议:1)优化项目沟通各参与方文化的兼容性;2)优化各参与方沟通的开放性;3)优化项目沟通各参与方沟通目标的一致性。
[Abstract]:With the coming of the new information economy era, enterprises must have the ability to respond quickly to the survival and development of the competition. The problem of management efficiency has more and more influence on the position of the enterprise in the competition. Especially, the problem of communication management has been paid more and more attention by the enterprise managers, because it directly affects the speed and the speed of the enterprise. Effective communication management is an important guarantee for the realization of organizational functions such as team cooperation, organization and coordination, goal completion, resource optimization, organizational culture formation, development, and enterprise strategy formulation, which is the key to improve the efficiency and efficiency of project management. In the management of marketing project, the effective operation of communication also determines whether the marketing project can be carried out smoothly. It is the common need for the theoretical development and the objective practice to study the communication problems in the marketing project management, whether from the theory or the objective reality, especially the communication effectiveness problem. Enterprise marketing project management plays a vital role. Therefore, this study aims to make a special study on the effectiveness of communication management in marketing projects. Project management is not only limited to the management of the project, but also the project management as a project management thought or a project management method. Not only in the enterprise, but also in the enterprise The ideas and methods of project management are introduced in the traditional project management of enterprises, such as new, expansion, reconstruction, research and development of new products, equipment overhaul and technical transformation. The traditional functions and one-time work can be transformed into a unified management. The marketing activity is of purpose, uniqueness, temporary, complexity and uncertainty. It is consistent with the summary of the characteristics of project management in modern project management theory. Therefore, every marketing activity can be defined as a project, and the method of project management is used to study the marketing activities. It is also an important research content of project management. For project management, communication management is particularly heavy. The unique and temporary nature of the project management determines that the effective operation and management of the project management must be based on communication, and the purpose of achieving the project must begin with effective communication. Communication problems have been widely concerned by scholars and entrepreneurs both at home and abroad. Most of them regard improving the communication level of projects as the core task of improving the performance of project management. Therefore, this study aims to study the effectiveness of communication management in marketing projects. It is an important research topic to improve the performance of item management. The basic situation of Chengdu iron tower factory and the specific situation of some marketing projects in Chengdu iron tower factory, analysis the organization structure of the marketing project of the tower factory and the process of marketing project management, paving the way for the study of the effectiveness evaluation of the marketing project of the Chengdu tower factory. The marketing item of the tower factory of Chengdu is constructed according to the theory of organizational behavior. The target communication effectiveness evaluation index system and the marketing project hierarchy model are used to evaluate the communication status of Chengdu iron tower factory marketing project by using the AHP method through the investigation of 30 participants of each participant in the marketing project. Finally, the further optimization marketing item is given to the marketing project communication effectiveness evaluation results of Chengdu iron tower factory. The measures to communicate with each other are recommended as follows: 1) optimize the compatibility of each participant's culture; 2) optimize the openness of the participants' communication; and 3) optimize the consistency of the communication objectives of the participants.

【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】：F426.4;F274

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