【作者】 杨平；

【导师】 叶成炯；

【作者基本信息】 四川大学 ， 工商管理， 2003， 硕士

【摘要】 本文在大量市场调查和实践基础上，对美国WMGD公司在华的经营现状和营销方式进行了全面分析，并运用了环境分析、五种竞争力分析等先进的市场营销理论，提出了项目化管理营销的思路，力求进行营销创新。针对大中型工程建设项目，从项目的立项、设计、采购、施工、移交和生产等环节进行市场营销活动，提供全过程的服务，以期找到一条适合应用于工程项目的工业品的市场营销之路。本文还阐述了项目化管理营销的定义和特征，明确制定了公司实施项目化管理营销运作过程和程序。 该研究着重将市场营销理论和项目管理的相关理论相结合，形成工业品营销的新模式-项目化管理营销模式。这种营销模式特别适用于工程项目的工业品销售。它有利于了解顾客需求，及时反馈市场情况，调整市场营销策略。强调从项目各个环节进行市场营销活动，提供全过程的服务，通过参与项目的招投标，获取项目供货合同。在实施项目化管理营销的同时，必须注意加强对组织结构、人力资源、物流、客户管理、信息系统的建设，使其符合项目化管理营销的要求，才能更好的发挥项目化管理营销的作用。为此，本文对管理信息系统、人力资源、组织机构、技术支持、营销策略及物流系统等方面提出了具体措施，以增强新的营销模式的操作性。希望能对WMGD公司拓展中国市场起到应有的成效。更多还原

【Abstract】 With the opening and reforming of china, there are great change in Chinese economy. Many foreign companies have realized the importance and huge potential in china’s market and do utmost to enter the china with many methods.Although the overseas company have strong management experience and economic ability, but always have trouble in the developing business in the china market .How to adopt the suitable marketing mode to develop the business in china? It becomes a focus for all foreign company now.On the basis of lots of market investigation and experience, we analyze the current operation and marketing of WMGD using the method of Port theory and other advanced theory. Considering our product used in the Construction project, we put forward a new marketing mode: project management marketing. It will provide good service in the course of construction project, including improving, designing. purchasing, construction, taking over and production.The thesis also set forth the definition and character of project management marketing and actual operation process.The research which focus on the combination of Marketing and Project management has draw conclusion: The project management marketing is a new mode which be used in the construction project. It will be good for knowing the need of customer and quickly response. Using this mode, we can provide thecustomer with good service and participate the bidding activity to do utmost to win the supply contract of project. At the same time, we must adjust the organization structure, human resources, transportation, customer management information system according the requirement of Project management marketing ,then we can develop its advantage and run smoothly.To reach the goal of annual sell value of 15,000,0001180 within the five years and market occupation rate of 30-35%,we have to adopt suitable measures in the aspect of management information systemN human resource, technical support, marketing policy,transportation etc to comply with new marketing mode.更多还原