【作者】 周卫华；

【导师】 王长峰；

【作者基本信息】 北京邮电大学 ， 项目管理， 2011， 硕士

【摘要】 在日益激烈的市场竞争环境下,企业面临着越来越严峻的生存考验,而有效、创新的市场营销方法是现代企业关注的焦点,选择正确的营销战略,运用新型营销管理模式,使企业能够合理组织公司的资源,并且通过市场的反馈和消费者的交流,将目标市场的潜在消费力量转化为现实的销售业绩.企业通过销售环节达到短期盈利目标,获得长远的发展的关键地位。因此,越来越多的企业开始探寻新环境背景下的创新营销模式,将营销战略的选择放在企业战略的首要地位。而且随着营销活动的深入,企业在销售过程中遇到各种各样的问题,聪明的企业管理人员运用各类管理思想和管理手段,不断地尝试着各种解围的办法,因此涌现了很多适合新时代的、有效的销售策略和销售思想。交叉营销的思想便是其中之一。在交叉营销模式日渐成熟的今天,如何管理和规范交叉营销模式,使之更加有效的实现呢?在实际的营销管理过程中,管理监控产品、价格和日常运营渠道促销都缺乏一个有效的管理思想。于是我们求助管理学领域的理论,而项目管理作为企业管理学科中实用性最强、发展最快的一个分支,对各类生产活动以项目的实施的方式提供了强大的理论支持和有力的组织形式,改善了对各种资源利用的计划、组织、执行、控制的方法,对企业管理和生产实践做出了重要的贡献。随着世界经济全球化、市场信息化的发展,全球各大经济组织对有限资源的争夺日益激烈,于是要求企业在生产及营销活动中,对各类资源进行最大限度的利用,在使用成本、时间成本、质量控制三个方面进行精确的控制和有效的管理,同时以利润目标导向的营销战略指导企业的经营管理活动。项目管理方法运用于营销活动管理汇总符合这种要求,因此越来越多的行业和营销活动开始广泛应用项目管理的理论和方法来管理企业的经营活动。基于以上论述,项目管理理论的应用领域进一步扩大,在新兴行业及企业日常管理、营销等环节的不断被实践。因此,为了更好的开展交叉营销活动,我们可以将整个交叉营销的管理过程运用项目管理的手段和方法将营销活动纳入项目管理实践中,使营销管理工作和过程有计划、有系统、有较强实际操作性的实施起来,从而达到提高营销管理效率的目的。本文在分析企业运用项目管理理论,研究项目管理方法的基础上,针对现代企业营销的特点和方法,探讨了项目管理与企业营销管理结合的可行性,并且提出了项目管理方法应用到企业营销管理的理论指导方向,并对如何实施项目化营销管理从意义、特点、实施流程和带来的变化四个方面进行了研究。然后介绍交叉营销理论的定义和优势,并且对于交叉营销这一新型的营销模式在项目管理的理论指导下,进行实践的可行性进行分析。在此基础上,试探讨可行的交叉营销项目化管理模式,并通过在通信企业中的案例分析,进行总结。更多还原

【Abstract】 In the current increasingly competitive market environment, enterprises are facing a severe test which decide enterprises’destiny. Marketing is the focus of competition of modern enterprises, and the right marketing strategy can be used to organize resources rationally through the exchanging process between market and consumers. Sale is the foremost part to achieve short-term profit goals and the key to long-term development. Therefore, more and more enterprises are starting to put marketing at the core of corporate strategy.Meanwhile, problems have emerged during sales process. Many successful business executives continue to try various ways to ride out the storm, and therefore many effective sale techniques and marketing ideas have appeared-cross-selling is one of them.As the fastest growing branch of business management, project management is a powerful organization tool. It improves the use of manpower and resources on a variety of planning, organization, execution and control methods, and make an important contribution to the practice. With the development of globalization and information technology, competition for limited resources is becoming more and more intense between global economic organizations. The phenomenon calls for economic organizations to maximize the use of resources and to control the cost. Project management is consistent with this requirement, and its methods is more and more widely used in the industry to manage business activities.At this stage, the project management application has been further expanded. The application is not only used in emerging industry which has been developing rapidly, but also increasingly used in daily management activities, such as corporate marketing. Therefore, we can use the project management method to control the whole process of cross-marketing to make marketing management more effective and systematic, so as to improve efficiency.In the paper, we analyze the method of project management. Based on the definition and methods of modern enterprise marketing management, we apply project management methods and theories to the implementation of marketing plans. We then introduce the cross-marketing concept, and through the project management model we attempt to find the appropriate project management methods for cross-marketing.In the final section of this paper, through a real case study we will demonstrate the application in a real-life scenario.更多还原