Research on the Project Management of Instrument Marketing in H Company
|School||Southwest Jiaotong University|
|Keywords||Project Management SMEs Marketing project of Resource Optimization|
Project management as a means of scientific management, is widely used in all walks of life. Project management (project-based management, Management by the Proiect, the MBP) is the future direction of development of the enterprises' operating mode, is an important way to improve the management efficiency. Perspective of project management, marketing management innovation, the introduction of project management, marketing activities and enterprises in order to adapt to the fierce competition in the market and improve the ability to respond quickly to the needs. H is the author in 2005 on his own and founded a company for a few years practice experience from scratch, evolving process. For H, marketing is the core functions of marketing management functions convert to the project management throughout the entire life cycle of the need for further discussion. Project management mode of enterprise marketing management: from the point of view of the business managers, combined with their overall marketing strategy, market information as an intermediary, the use of project management methods and mode of thinking, analysis, identification, evaluation specific marketing activities. H, typical entrepreneurial business representatives, has a notable feature: If the foundation is weak; technical force is not strong enough; personnel quality is not high; flow of talent. For such enterprises, achieved good sales performance in the short-term, open up the market to determine the survival of the enterprise. Therefore, H is greater need for project management. In this paper, the development of domestic and international project management, a brief introduction to the concept of project management, commonly used tools, development history. H traditional marketing management summary for the lack of traditional marketing management, compared the same point of the marketing activities and project management, demonstrated the feasibility of a combination of both, detailed discussion of the ideas and processes of the marketing activities of the project, marketing management project is the inevitable trend of development of the marketing. According to the life cycle of the project, the marketing project is divided into: initiation, planning, control, finishing four stages, these four stages in the use of common tools in the project management system analysis and management of marketing programs, re-adjust the H the organizational structure of the establishment of the Marketing Project Management Office (MPMO) organization to build the project team involved in the project scope of work and responsibility to determine WBS, Gantt chart control the progress of the project, control the delivery and the time of payment of goods and capital risk aversion, effective cost control, customer segmentation, contract management. Focus is combined with the idea of ??project management, resource optimization H's own characteristics, sort of marketing subtasks priority, to draw some of the principles of multi-project management resource allocation, thus effective solution to small and medium enterprises lack of resources principal contradiction.