【作者】 朱英；

【导师】 侯丽敏； 沈恒镛；

【作者基本信息】 华东理工大学 ， 项目管理， 2013， 硕士

【摘要】 随着网络技术的发展和广泛应用网络营销已经成为企业重要的营销手段之一,但由于同行竞争等原因现在网络营销成本也在随着网络营销工具使用费和人工费的上升而不断上涨。层出不穷的新的网络营销工具和平台给企业用户带来商机的同时也带来了选择问题,如何建立网络营销平台,采用哪些网络营销工具组合成为企业共同关注的问题。特别是像笔者从业的公司这样的受资金量限制的发展中的小企业,更需要以较低的成本获得更适合的网络营销平台。本文从项目成本管理的角度出发,以笔者所在公司的网络营销平台建立项目为例,将该项目从立项到最终使用直至网络营销平台使用价值消失的全生命过程作为一个整体来考虑,首先从对各种网络营销工具和方法的了解出发,综合考虑“成本”和“需求”来选择网络营销工具组合,并通过WBS、网络图、甘特图以及资源配置计划表等等项目管理工具的使用,建立和发现项目的成本结构,以及成本与项目活动的关系,找到网络营销平台建立项目的成本管理的方法。再通过财务管理工具计算相关数据,得到该项目与成本相对应的收益要求,以此作为项目运营维护期内各种成本和资源投入调整的指标,以做到成本管理要结合收益评价的要求。更多还原

【Abstract】 With the development and wide use of online technology, online marketing has become one of the important techniques for the company, but because of the competence within rivals, the cost of online marketing has continuously raised with high expense of online marketing tools and people. Endlessly new online marketing tools and platforms brings the client not only the business opportunities but also problems. How to build the online marketing platform and which combinations of marketing tools will be adopted have been issued by the enterprises. Especially the small developing enterprise limited by amount of benefits, where you work, are eager to get more suitable platform under the lower cost. This article from the perspective of project cost management, the project of building online marketing platform as a example and the process from setting up the project to finally use the platform until its value being disappeared as the whole consideration, at first we should know about all kinds of online marketing skills and methods to choose the combination of tools with the comprehensive consideration of cost and need in order to build and find the cost structure and relationship of projects and cost with the use of the management tools of WBS, Network diagram, Gantt chart and resource allocation plan tables so that we can find the solution to manage the cost of building online marketing platform. And then calculate relevant data through the financial administration tool, the benefits received from this project and corresponding to cost is required, regard this as the project and run and safeguard various cost and resource index of investing adjustment in one, combine the requirement that appraise of incomes and then calculate relevant data in order to accomplish the cost to manage through the financial administration tool, the income receiving this project and corresponding to cost requires, various cost and resource put one’s back into the index adjusted to use this as the project while running and maintaining one, combine the requirement that appraise of incomes in order to accomplish the cost to manage.更多还原