【摘要】：渠道營(yíng)銷的項(xiàng)目化管理,即是對(duì)具體的營(yíng)銷項(xiàng)目進(jìn)行管理。許多企業(yè)開(kāi)展使用項(xiàng)目管理的理念來(lái)管理企業(yè),他們把一個(gè)個(gè)經(jīng)營(yíng)活動(dòng),當(dāng)成一個(gè)項(xiàng)目來(lái)管理。因此項(xiàng)目管理的模式如何能夠快速的與企業(yè)運(yùn)營(yíng)模式相對(duì)接,創(chuàng)造出更大的價(jià)值,也成為當(dāng)今企業(yè)所關(guān)注的重點(diǎn)。創(chuàng)造出適合企業(yè)自身發(fā)展需求的管理模式是當(dāng)今業(yè)界探討的一大熱點(diǎn)問(wèn)題。營(yíng)銷管理中使用項(xiàng)目化管理是公司發(fā)展和生存對(duì)市場(chǎng)變化做出及時(shí)反應(yīng)的重要手段。本文根據(jù)JY渠道商對(duì)冠捷顯示器營(yíng)銷的項(xiàng)目化開(kāi)展,說(shuō)明對(duì)現(xiàn)代公司營(yíng)銷活動(dòng)進(jìn)行項(xiàng)目化管理是提升公司效益和管理水平的有效方式。文中對(duì)公司項(xiàng)目化營(yíng)銷管理的相關(guān)理論進(jìn)行了介紹,論述了營(yíng)銷管理和項(xiàng)目管理的相關(guān)知識(shí)并將兩者進(jìn)行有機(jī)結(jié)合,應(yīng)用到實(shí)際情況中。本文通過(guò)JY渠道商對(duì)冠捷液晶顯示器項(xiàng)目化管理的研究,發(fā)現(xiàn)JY公司在運(yùn)用項(xiàng)目化管理之前,由于進(jìn)度、成本和互聯(lián)網(wǎng)的沖擊很大,導(dǎo)致JY公司渠道運(yùn)營(yíng)出現(xiàn)了很大的問(wèn)題。通過(guò)運(yùn)用項(xiàng)目管理的理念,提出相關(guān)解決方案,主要使用項(xiàng)目管理的工具與方法解決渠道管理中的問(wèn)題。最后論文結(jié)合JY渠道商對(duì)冠捷顯示器營(yíng)銷的項(xiàng)目化管理的成功實(shí)施,對(duì)項(xiàng)目化管理進(jìn)行了驗(yàn)證。進(jìn)一步說(shuō)明,項(xiàng)目化營(yíng)銷管理,相對(duì)傳統(tǒng)的營(yíng)銷管理更適用于有一定規(guī)模、產(chǎn)品能按項(xiàng)目運(yùn)作的公司。
[Abstract]:The project management of channel marketing is to manage the specific marketing project. Many enterprises use the concept of project management to manage enterprises, they manage one by one as a project. Therefore, how the project management mode can quickly connect with the enterprise operation mode, create greater value, also become the focus of attention. It is a hot issue to create a management model suitable for the development of enterprises. The use of project management in marketing management is an important means for the development and survival of companies to respond to market changes in a timely manner. According to the project development of TPV display marketing by JY channel vendors, this paper shows that the project management of modern company marketing activities is an effective way to improve the efficiency and management level of the company. This paper introduces the related theories of the company's project marketing management, discusses the related knowledge of the marketing management and the project management, and organically combines the two theories, and applies them to the actual situation. In this paper, through the research on the project management of TPV by JY channel vendor, it is found that before the application of project management in JY Company, the impact of schedule, cost and Internet is very big, which leads to great problems in channel operation of JY Company. By using the concept of project management, this paper puts forward the relevant solutions, mainly using the tools and methods of project management to solve the problems in channel management. Finally, this paper verifies the project management by combining the successful implementation of the project management of TPV display marketing by the JY channel vendor. It is further explained that the project marketing management is more suitable than the traditional marketing management for companies with certain scale and the products can operate according to the project.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.6

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本文編號(hào)：2266226