【摘要】：項(xiàng)目化管理,即是對具體的項(xiàng)目進(jìn)行管理。越來越多的企業(yè)應(yīng)用項(xiàng)目管理的方式,將經(jīng)營活動當(dāng)成一個(gè)或者多個(gè)項(xiàng)目進(jìn)行管理。項(xiàng)目管理作為企業(yè)創(chuàng)新的管理模式,如何與企業(yè)傳統(tǒng)管理有機(jī)的進(jìn)行結(jié)合,創(chuàng)造出適合企業(yè)自身發(fā)展需求的管理模式是當(dāng)今業(yè)界探討的一大熱點(diǎn)問題。項(xiàng)目化營銷管理是企業(yè)對營銷活動進(jìn)行的項(xiàng)目管理,是將企業(yè)營銷活動進(jìn)行項(xiàng)目化編排、管理的一種新型管理方式,是一種企業(yè)對市場發(fā)展做出快速響應(yīng)能力的創(chuàng)新型管理模式。本文依據(jù)四川廣電網(wǎng)絡(luò)公司綜合業(yè)務(wù)營銷活動的項(xiàng)目化開展,對市場營銷活動項(xiàng)目化的發(fā)展趨勢做出了分析,指出了現(xiàn)代企業(yè)營銷活動通過實(shí)施項(xiàng)目化管理,能夠有效提升企業(yè)的經(jīng)營管理水平,提高企業(yè)效益。通過對企業(yè)項(xiàng)目化營銷管理的相關(guān)理論進(jìn)行了介紹,闡述了項(xiàng)目管理及營銷管理的相關(guān)知識,將兩者進(jìn)行有機(jī)結(jié)合,運(yùn)用到實(shí)際案例中。論文介紹了四川廣電網(wǎng)絡(luò)公司的綜合業(yè)務(wù)營銷管理現(xiàn)狀,并剖析其營銷管理中存在的相關(guān)問題。同時(shí),論文在公司進(jìn)行企業(yè)組織結(jié)構(gòu)調(diào)整的基礎(chǔ)上提出了項(xiàng)目化營銷管理的構(gòu)建,初步構(gòu)建出了四川廣電網(wǎng)絡(luò)公司項(xiàng)目化營銷管理模式,并結(jié)合項(xiàng)目管理知識將其具體的營銷項(xiàng)目按項(xiàng)目啟動、計(jì)劃、實(shí)施、控制和收尾五個(gè)階段進(jìn)行。明確了實(shí)施方法和具體運(yùn)作程序,運(yùn)用項(xiàng)目化管理的方式方法對企業(yè)傳統(tǒng)營銷管理下存在的關(guān)鍵問題提出解決實(shí)施建議。最后,本文結(jié)合四川廣電網(wǎng)絡(luò)公司綜合業(yè)務(wù)營銷項(xiàng)目的成功運(yùn)作,進(jìn)一步闡述了項(xiàng)目管理在企業(yè)營銷活動中的應(yīng)用,并進(jìn)行了驗(yàn)證。項(xiàng)目化營銷管理,是企業(yè)對營銷的過程和目標(biāo)管理,是全面覆蓋企業(yè)各項(xiàng)活動的管理模式。較之傳統(tǒng)的營銷管理模式,項(xiàng)目化營銷管理更多的應(yīng)用到具有一定規(guī)模和資源、以營銷服務(wù)為重點(diǎn)的企業(yè)。而項(xiàng)目化營銷管理模式帶來的效果并不是立竿見影的,而是隨著企業(yè)項(xiàng)目管理能力的提高,逐步改進(jìn)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.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G229.24-F;F274

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本文編號：2299076