【作者】 高飞；

【导师】 谢永珍；

【作者基本信息】 山东大学 ， 工程管理（专业学位）， 2024， 硕士

【摘要】 近年来,随着社会的发展和消费需求的不断提升,品牌市场营销正式进入全域时代,尤其是互联网经济的迅速崛起,使得品牌市场营销的渠道和方式日益透明化,并进一步造成品牌市场营销难度加大。加上全球经济正面临巨大挑战,品牌市场营销投入预算紧缩,企业对市场营销活动开展的要求越来越高,在这样的背景之下,进行品牌市场营销项目化管理的优化研究,对于增强品牌市场营销能力和提升品牌投资回报率具有重要的现实意义。本文以DN公司X品牌市场营销的项目化管理为研究对象,依据项目管理理论、项目化管理定义、整合营销理论和价值导向营销理论,使用文献研究法、问卷调查法和访谈调查法来探讨X品牌市场营销项目化管理中存在问题并进行原因分析。研究发现公司在X品牌市场营销项目化管理中存在对客户需求调研分析不够充分、项目计划不够科学合理、项目进度与成本风险管理不到位、以及绩效考核不够全面的问题,进一步探究原因发现,DN公司的内部文化氛围与项目化管理不相符、项目化管理团队建设不足、项目信息化程度低以及项目管理制度不够完善,这些原因都使得DN公司在X品牌市场营销项目化管理过程中存在问题。针对项目化管理存在的问题及其成因,分别从强化市场调研,明确项目可行性;优化详细项目实施计划,明确项目职责分工;加强过程监控,保质保量推进项目实施和加强项目后评价,优化项目绩效考核体系等方面,提出X品牌市场营销项目化管理的优化方案。并以X品牌三季度市场营销项目为例,从项目启动、计划、实施与控制以及收尾四个阶段,阐明项目化管理优化方案的具体实施策略。并分别从打造良好的企业文化、优化组织结构、优化项目团队和人才体系建设、完善项目信息数字化体系建设、建立科学的资金支持体系等方面,提出具体的实施保障措施。研究有助于DN公司提升对品牌市场营销的项目化管理工作,同时也为乳制品行业其他公司做好品牌市场营销项目化管理提供一定的实践参考。更多还原

【Abstract】 In recent years,with the development of society and the continuous improvement of consumer demand,brand marketing has officially entered the era of omni-domain,especially the rapid rise of the Internet economy,which makes the channels and methods of brand marketing increasingly transparent,resulting in the difficulty of brand marketing.In addition,the global economy is facing great challenges,the brand marketing investment budget is shrinking,and the enterprise marketing is becoming more cautious.Under this background,it is of great practical significance to optimize the brand marketing project management and improve the marketing return on investment.This paper takes the project management of DN Company’s X brand marketing as the research object.Based on project management theory,integrated marketing theory and value orientation theory,this paper uses literature research,questionnaire survey and interview survey to explore the existing problems in X brand marketing project management and their causes.The research found that the company’s existing problems in X brand marketing project management include insufficient investigation and analysis of customer needs,insufficient scientific and reasonable project plan,inadequate project schedule and cost risk management,and insufficient comprehensive performance appraisal.The reasons are as follows:The internal cultural atmosphere of the company is inconsistent with project-based management,the construction of project management team is insufficient,the project informatization degree is low,and the project management system is not perfect.In view of the existing problems in projectbased management and their causes,this paper proposes an optimization plan for X brand marketing project-based management from the aspects of Strengthening market research to clarify the feasibility of the project;optimizing the detailed project implementation plan to clarify the division of responsibilities of the project;strengthening process monitoring to promote the implementation of the project with quality and quantity guaranteed;strengthening post-project evaluation and optimize the performance appraisal system of the project.Take the marketing project of Brand X in the third quarter as an example,from the four stages of project start-up,planning,implementation and control,as well as closure,the specific implementation strategy of the project management optimization scheme is expounded.And from the forming of a good cultural atmosphere,strengthening the construction of the project team and talent system,optimizing the construction of the information system and Establish a scientific support system for funds and human resources,the specific implementation measures are put forward.The research is helpful for DN company to do a good job in the project management of brand marketing,and also provides a certain practical reference for other companies in the industry to do a good job in the project management of brand marketing.更多还原