本文選題：成都鐵塔廠(chǎng) + 營(yíng)銷(xiāo)項(xiàng)目�。� 參考：《電子科技大學(xué)》2015年碩士論文

【摘要】：隨著新的信息經(jīng)濟(jì)時(shí)代的到來(lái),企業(yè)要想在競(jìng)爭(zhēng)中得以生存和發(fā)展必須具備快速反應(yīng)的能力,管理效率問(wèn)題越來(lái)越影響企業(yè)在競(jìng)爭(zhēng)中的地位,特別是溝通管理問(wèn)題日漸受到企業(yè)管理者的高度重視,因?yàn)樗苯佑绊懼髽I(yè)的反映速度及管理效率。而有效的溝通管理是團(tuán)隊(duì)合作、組織協(xié)調(diào)、目標(biāo)完成、資源優(yōu)化組合、組織文化形成、發(fā)展、企業(yè)戰(zhàn)略制定等組織功能得以實(shí)現(xiàn)的重要保障,是提高項(xiàng)目管理效率和效益的關(guān)鍵所在。因此,項(xiàng)目管理中溝通是否有效直接決定著項(xiàng)目管理的成敗。在營(yíng)銷(xiāo)項(xiàng)目管理中,溝通的有效運(yùn)行同樣決定了營(yíng)銷(xiāo)項(xiàng)目是否能夠順利進(jìn)行。無(wú)論從理論還是從客觀(guān)現(xiàn)實(shí)看,對(duì)營(yíng)銷(xiāo)項(xiàng)目管理中的有關(guān)溝通的問(wèn)題進(jìn)行深入研究是理論發(fā)展和客觀(guān)實(shí)踐的共同需要,尤其是溝通有效性問(wèn)題對(duì)于企業(yè)營(yíng)銷(xiāo)項(xiàng)目管理起到至關(guān)重要的作用。因此本研究旨在對(duì)營(yíng)銷(xiāo)項(xiàng)目中溝通管理有效性的問(wèn)題進(jìn)行專(zhuān)題性研究。項(xiàng)目管理不僅僅局限于對(duì)項(xiàng)目的管理,還可以將項(xiàng)目管理視為項(xiàng)目化的管理思想或者項(xiàng)目化的管理方法。不但在企業(yè)的新建、擴(kuò)建、改建,新產(chǎn)品的研發(fā)、設(shè)備的大修與技術(shù)改造等企業(yè)傳統(tǒng)的項(xiàng)目性管理工作中引入項(xiàng)目管理的思想和方法,還可以將傳統(tǒng)的職能性、一次性工作轉(zhuǎn)化為項(xiàng)目進(jìn)行統(tǒng)一的管理。營(yíng)銷(xiāo)活動(dòng)具有目的性、獨(dú)特性、臨時(shí)性、復(fù)雜性、不確定性和風(fēng)險(xiǎn)性,這些都符合現(xiàn)代項(xiàng)目管理理論中對(duì)項(xiàng)目管理特點(diǎn)的總結(jié)。因此,可以將每一次營(yíng)銷(xiāo)活動(dòng)定義為一個(gè)項(xiàng)目,應(yīng)用項(xiàng)目管理的方法對(duì)營(yíng)銷(xiāo)活動(dòng)進(jìn)行研究,這也是項(xiàng)目管理的重要研究?jī)?nèi)容。對(duì)于項(xiàng)目管理來(lái)說(shuō),溝通管理顯得尤其重要。項(xiàng)目的一次性決定了項(xiàng)目中有更多的溝通工作需要進(jìn)行,項(xiàng)目管理的獨(dú)特性和臨時(shí)性決定了項(xiàng)目管理的有效運(yùn)行和管理必須以溝通為前提,要想達(dá)到項(xiàng)目的目的性則必須從有效的溝通開(kāi)始。理論研究和實(shí)踐都發(fā)現(xiàn),項(xiàng)目管理領(lǐng)域的溝通問(wèn)題已經(jīng)得到國(guó)內(nèi)外學(xué)者及企業(yè)家的廣泛關(guān)注,他們中大多數(shù)人把提高項(xiàng)目溝通水平作為改善項(xiàng)目管理績(jī)效的核心任務(wù)。因此,本研究旨在研究營(yíng)銷(xiāo)項(xiàng)目中溝通管理有效性的問(wèn)題,是改善項(xiàng)目管理績(jī)效的重要研究課題。文章介紹了成都鐵塔廠(chǎng)的基本情況以及成都鐵塔廠(chǎng)部分營(yíng)銷(xiāo)項(xiàng)目的具體情況,分析了鐵塔廠(chǎng)營(yíng)銷(xiāo)項(xiàng)目的組織結(jié)構(gòu)以及營(yíng)銷(xiāo)項(xiàng)目管理的流程,為研究成都鐵塔廠(chǎng)營(yíng)銷(xiāo)項(xiàng)目溝通有效性評(píng)價(jià)做鋪墊。依據(jù)組織行為學(xué)相關(guān)理論構(gòu)建了成都鐵塔廠(chǎng)營(yíng)銷(xiāo)項(xiàng)目溝通有效性評(píng)價(jià)指標(biāo)體系及營(yíng)銷(xiāo)項(xiàng)目層次結(jié)構(gòu)模型,通過(guò)對(duì)營(yíng)銷(xiāo)項(xiàng)目各參與方的30名參與者的調(diào)查,應(yīng)用AHP法對(duì)成都鐵塔廠(chǎng)營(yíng)銷(xiāo)項(xiàng)目溝通現(xiàn)狀進(jìn)行了評(píng)價(jià)。最后針對(duì)成都鐵塔廠(chǎng)營(yíng)銷(xiāo)項(xiàng)目溝通有效性評(píng)價(jià)結(jié)果給出了進(jìn)一步優(yōu)化營(yíng)銷(xiāo)項(xiàng)目溝通的措施建議:1)優(yōu)化項(xiàng)目溝通各參與方文化的兼容性;2)優(yōu)化各參與方溝通的開(kāi)放性;3)優(yōu)化項(xiàng)目溝通各參與方溝通目標(biāo)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.

【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F426.4;F274

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本文編號(hào)：1862861