The Applied Research of Project Management in Enterprises for New Products Market

With advances in science and technology and people’s demand level enhances unceasingly, the product update speed faster and faster, shorter product life cycle. Short life cycle has become in today’s society many common attributes of the product. Enterprise to impregnable in the fierce market competition, access to long-term sustainable competitive advantage, it must constantly, have more vitality, more in line with market demand to develop new products. In the fierce market competition, those who can constantly develop new products to market and quickly, to rely on first impressions are most lasting advantage to grab more market share, to ensure the leading position. However, due to new product development is more and more faced with high technical threshold, large consumption of resources, problems such as long development time, the difficulty of the enterprise new product development is more and more big, the success rate of new product development is becoming more and more low. As a result, new product development is a double-edged sword, on one hand, the success of new product listing for enterprise to bring new profit growth point, become the enterprise to improve competitive advantage, get the key to sustainable development; Enterprises fail to develop new products, on the other hand, also can give enterprise to bring the huge losses, and eventually to difficult situation. There are many factors that can contribute to the success of enterprise product development, new product listing is not capable marketing is one of them, how to strengthen the enterprise new product listed marketing management, has become an important content of modern enterprise management, more and more get the attention of people.New products listed marketing research status at home and abroad are analyzed in this paper, by OPF series soft ice cream machine from A company listed marketing as an research object, through to the traditional marketing activities management, on the basis of the analysis of existing problems, introducing project management ideas and methods, will be divided into the product market marketing of the project start-up, planning, control and closure four stages. In the start-up phase, using the SWOT method to analyze A company’s marketing environment, develop marketing objectives of the project, and to form A marketing project organizational structure; Project planning phase, use WBS to work breakdown, project marketing and compiled on the basis of the gantt chart and network plan, find out the key route for its optimization; Project control stage mainly using earned value method to control the project schedule and cost; Project completion phase, manage the relevant project contract, payment, etc, and several key indicators to evaluate the projects. Thus obtained the project management for A company marketing activities, not only to shorten product time to market, but also improved the management level of enterprises.