四川广电网络公司综合业务营销活动的项目化管理研究
发布时间：2018-10-29 22:57
【摘要】：项目化管理,即是对具体的项目进行管理。越来越多的企业应用项目管理的方式,将经营活动当成一个或者多个项目进行管理。项目管理作为企业创新的管理模式,如何与企业传统管理有机的进行结合,创造出适合企业自身发展需求的管理模式是当今业界探讨的一大热点问题。项目化营销管理是企业对营销活动进行的项目管理,是将企业营销活动进行项目化编排、管理的一种新型管理方式,是一种企业对市场发展做出快速响应能力的创新型管理模式。本文依据四川广电网络公司综合业务营销活动的项目化开展,对市场营销活动项目化的发展趋势做出了分析,指出了现代企业营销活动通过实施项目化管理,能够有效提升企业的经营管理水平,提高企业效益。通过对企业项目化营销管理的相关理论进行了介绍,阐述了项目管理及营销管理的相关知识,将两者进行有机结合,运用到实际案例中。论文介绍了四川广电网络公司的综合业务营销管理现状,并剖析其营销管理中存在的相关问题。同时,论文在公司进行企业组织结构调整的基础上提出了项目化营销管理的构建,初步构建出了四川广电网络公司项目化营销管理模式,并结合项目管理知识将其具体的营销项目按项目启动、计划、实施、控制和收尾五个阶段进行。明确了实施方法和具体运作程序,运用项目化管理的方式方法对企业传统营销管理下存在的关键问题提出解决实施建议。最后,本文结合四川广电网络公司综合业务营销项目的成功运作,进一步阐述了项目管理在企业营销活动中的应用,并进行了验证。项目化营销管理,是企业对营销的过程和目标管理,是全面覆盖企业各项活动的管理模式。较之传统的营销管理模式,项目化营销管理更多的应用到具有一定规模和资源、以营销服务为重点的企业。而项目化营销管理模式带来的效果并不是立竿见影的,而是随着企业项目管理能力的提高,逐步改进和完善的。
[Abstract]:Project management is the management of specific projects. More and more enterprises apply project management to manage business activities as one or more projects. Project management as an innovative management mode of enterprises, how to combine with the traditional enterprise management organically to create a management model suitable for the enterprise's own development needs is a hot issue to be discussed in the industry today. Project marketing management is the project management of enterprise marketing activities, is a new type of management mode to organize and manage enterprise marketing activities. Is a kind of enterprise to the market development makes the fast response ability the innovation management pattern. Based on the project development of the comprehensive business marketing activities of Sichuan Radio and Television Company, this paper analyzes the development trend of the marketing activities, and points out that the modern enterprise marketing activities through the implementation of project management, Can effectively improve the management level of enterprises, improve the efficiency of enterprises. This paper introduces the related theories of enterprise project marketing management, expounds the relevant knowledge of project management and marketing management, organically combines the two theories, and applies them to practical cases. This paper introduces the current situation of integrated business marketing management of Sichuan Radio and Television Company, and analyzes the related problems in its marketing management. At the same time, the paper puts forward the construction of the project marketing management on the basis of the organization structure adjustment of the company, and preliminarily constructs the project marketing management mode of Sichuan Radio and Television Network Company. Combined with the knowledge of project management, the marketing project is divided into five stages: starting, planning, implementing, controlling and finishing. This paper clarifies the implementation method and concrete operation procedure, and puts forward some suggestions to solve the key problems existing under the traditional marketing management by using the method of project management. Finally, this paper further expounds the application of project management in enterprise marketing activities and verifies the successful operation of the integrated business marketing project of Sichuan Radio and Television Company. Project marketing management is the process and target management of marketing, and it is the management mode that covers all kinds of activities. Compared with the traditional marketing management mode, the project marketing management is more applied to enterprises with a certain scale and resources, which focus on marketing services. The effect brought by the project marketing management model is not immediate, but with the improvement of enterprise project management ability, it is improved and perfected step by step.
【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】：G229.24-F;F274
[Abstract]:Project management is the management of specific projects. More and more enterprises apply project management to manage business activities as one or more projects. Project management as an innovative management mode of enterprises, how to combine with the traditional enterprise management organically to create a management model suitable for the enterprise's own development needs is a hot issue to be discussed in the industry today. Project marketing management is the project management of enterprise marketing activities, is a new type of management mode to organize and manage enterprise marketing activities. Is a kind of enterprise to the market development makes the fast response ability the innovation management pattern. Based on the project development of the comprehensive business marketing activities of Sichuan Radio and Television Company, this paper analyzes the development trend of the marketing activities, and points out that the modern enterprise marketing activities through the implementation of project management, Can effectively improve the management level of enterprises, improve the efficiency of enterprises. This paper introduces the related theories of enterprise project marketing management, expounds the relevant knowledge of project management and marketing management, organically combines the two theories, and applies them to practical cases. This paper introduces the current situation of integrated business marketing management of Sichuan Radio and Television Company, and analyzes the related problems in its marketing management. At the same time, the paper puts forward the construction of the project marketing management on the basis of the organization structure adjustment of the company, and preliminarily constructs the project marketing management mode of Sichuan Radio and Television Network Company. Combined with the knowledge of project management, the marketing project is divided into five stages: starting, planning, implementing, controlling and finishing. This paper clarifies the implementation method and concrete operation procedure, and puts forward some suggestions to solve the key problems existing under the traditional marketing management by using the method of project management. Finally, this paper further expounds the application of project management in enterprise marketing activities and verifies the successful operation of the integrated business marketing project of Sichuan Radio and Television Company. Project marketing management is the process and target management of marketing, and it is the management mode that covers all kinds of activities. Compared with the traditional marketing management mode, the project marketing management is more applied to enterprises with a certain scale and resources, which focus on marketing services. The effect brought by the project marketing management model is not immediate, but with the improvement of enterprise project management ability, it is improved and perfected step by step.
【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】：G229.24-F;F274
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