欧亚卖场十五周年庆项目管理研究

发布时间：2018-06-02 00:31

本文选题：项目管理 + 成本控制　；参考：《吉林大学》2017年硕士论文

【摘要】：随着社会经济和科技的快速发展,以及经济全球化趋势的不断深入,我国市场经济的不断成熟和发展,提高企业自身的经营管理水平已经成为现代企业进一步发展所面临的重要问题。企业的市场营销活动要加强项目的创新管理,提升市场的核心竞争力。各行各业企业通过学习项目管理理论、总结方法、实践运用等培养和提升企业的项目管理能力,进而在越来越多的领域得到了充分应用,并且成为了很多企业谋求市场竞争优势的关键手段。利用项目质量管理的方法和理论最直接的效果是能够缩短时间、控制成本,实现项目的根本目标,并对涉及的所有工作的进行科学、有效的管理。在百货行业的市场营销和企业内部管理中,营销和管理相结合,更好的抢占市场营销份额,提高经营成果,保证企业在市场中的主导作用和地位。营销项目化管理,销售作为主导,营销方式作为战略目标,将策划团队和运营团队的管理过程项目化,流程化、具体化,形成项目组,在较强的操作性下实现营销的战略目的。欧亚卖场作为单体规模世界第一大购物中心,按照欧亚集团的“三星”战略,强势推进“两化四全”工程,以“购物中心+”的创新营销模式管理理念来满足消费者的终端体验需求,在“五合”经营理念的引导下,充分利用管理方法、管理组织、管理流程和管理工具来满足消费者的多方位需求,达到企业在稳定发展中创新经营。本文按照项目管理理念把目标分解为多个互动的工作任务,依据项目进度、成本控制、项目质量等方面的计划与控制方法,对欧亚卖场十五周年庆进行案例分析,研究欧亚卖场的经营之道,总结其先进的经营模式与营销管理理念,进行项目评价,分析欧亚卖场在百货业低迷、遭遇冷冻期的严峻形势下,以及在科学技术、顾客需求、行业竞争等环境因素的影响和驱动下,如何能够实现店庆17天销售额达到两位数的增长。在社会竞争日益加剧的今天,企业经营理念面对着新的严峻挑战,标准化、规范化的企业项目管理能力是项目管理的一种升华,进而得出了在营销活动中引入项目管理的必要性和可行性。最后指出项目化管理在企业市场营销活动中的重要性,以及对社会效益和经济效益产生的重大意义。
[Abstract]:With the rapid development of social economy, science and technology, and the deepening trend of economic globalization, the market economy of our country is maturing and developing. It has become an important problem for modern enterprises to improve their management level. The marketing activities of enterprises should strengthen the innovative management of projects and enhance the core competitiveness of the market. By studying the theory of project management, summing up methods and practical application, enterprises in various industries have developed and improved their project management ability, which has been fully applied in more and more fields. And has become a lot of enterprises to seek market competitive advantage of the key means. The most direct effect of using the method and theory of project quality management is to shorten the time, to control the cost, to realize the basic goal of the project, and to manage all the work involved scientifically and effectively. In the marketing and internal management of the department store industry, the combination of marketing and management can better seize the market share, improve the business results, and ensure the leading role and position of the enterprise in the market. Marketing project management, sales as the leading, marketing mode as the strategic goal, the planning team and the operation team will be the management process of the project, flow, concretization, form the project team, under the strong maneuverability to achieve the strategic goal of marketing. As the largest shopping center in the world on a single scale, the Eurasian Mall, in accordance with the "Samsung" strategy of the Eurasian Group, has vigorously advanced the "two transformation and four complete" project. The management idea of "shopping center" 's innovative marketing mode is used to satisfy the consumer's terminal experience demand. Under the guidance of "Wuhe" management concept, we should make full use of the management method and manage the organization. Management process and management tools to meet the needs of consumers in a variety of ways to achieve a stable development of innovative business. According to the concept of project management, this paper decomposes the goal into several interactive tasks, according to the project schedule, cost control, project quality and other aspects of the planning and control methods, the 15th anniversary of the Eurasian store case analysis, This paper studies the management of Eurasian stores, summarizes their advanced business models and marketing management concepts, carries out project evaluation, analyzes the severe situation of the department stores in Europe and Asia in the depressed and frozen period, as well as the needs of science and technology and customers. Under the influence of environmental factors, such as industry competition, how to achieve double-digit sales growth in 17 days. In today's increasingly competitive society, the enterprise management concept is facing a new severe challenge. The standardized and standardized enterprise project management ability is a kind of sublimation of project management. Furthermore, the necessity and feasibility of introducing project management into marketing activities are obtained. Finally, it points out the importance of project management in the marketing activities of enterprises, as well as the great significance to social and economic benefits.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F721

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