Research on the marketing management mode of project based on JZ
|School||University of Electronic Science and Technology|
|Keywords||Project management Marketing management Marketing programmemanagement Marketing management by project|
Project management, initially as a method to manage specific project, but with thepopularity of project management knowledge and practical application in enterprises,project management has gradually become the enterprise’s management methods. Atpresent, enterprises are more and more operated and managed as an independent projector multiple project groups. Therefore, how to combine the project management theory,tools and methods with enterprise marketing management, to explore a managementmode suitable for the enterprise development needs has become a hot topic issuediscussed by the current academia and industry.Under the guidance of relevant project management theory, combining the actualcases of JZ Company, a representative domestic enterprise, this thesis analyzes theproblems existed in the current traditional marketing management mode and indicatesthat the traditional mode hasn’t been suitable for the enterprise’s development needs,and proposes to establish a new marketing management mode-----marketingmanagement by project mode.Based on the enterprise’s organizational structure adjustment and the marketingmode revolution of JZ Company, this thesis presents the construction of marketingmanagement by project mode and describes its characteristics and connotation.In the level of specific implementation, it presents marketing programme and marketingproject management, and definitely indicates the concept of company’s marketingprogramme management and its specific organization and working procedures. Thespecific marketing projects are managed by the following four stages: starting, planning,implementation and terminating to build JZ Company’s marketing mode. Furthermore,it defines the specific organization and implementation procedures of marketingprogramme management and proposes the suggestion by using project managementtechniques and tools to solve the key problems under the traditional marketingmanagement mode.By analyzing the M-project case of JZ Company, the thesis gives an empiricalstudy of marketing management by project mode and analyzes that comparing with the traditional marketing management mode, the marketing management by project mode ismore suitable for enterprises with a certain size which products, resources can beprojected. While the new marketing mode is not established overnight, with theimprovement of enterprise’s project management capability and combination with theenterprise’s specific reality, it will be gradually improved and perfected.