【摘要】：渠道營銷的項目化管理,即是對具體的營銷項目進行管理。許多企業開展使用項目管理的理念來管理企業,他們把一個個經營活動,當成一個項目來管理。因此項目管理的模式如何能夠快速的與企業運營模式相對接,創造出更大的價值,也成為當今企業所關注的重點。創造出適合企業自身發展需求的管理模式是當今業界探討的一大熱點問題。營銷管理中使用項目化管理是公司發展和生存對市場變化做出及時反應的重要手段。本文根據JY渠道商對冠捷顯示器營銷的項目化開展,說明對現代公司營銷活動進行項目化管理是提升公司效益和管理水平的有效方式。文中對公司項目化營銷管理的相關理論進行了介紹,論述了營銷管理和項目管理的相關知識并將兩者進行有機結合,應用到實際情況中。本文通過JY渠道商對冠捷液晶顯示器項目化管理的研究,發現JY公司在運用項目化管理之前,由于進度、成本和互聯網的沖擊很大,導致JY公司渠道運營出現了很大的問題。通過運用項目管理的理念,提出相關解決方案,主要使用項目管理的工具與方法解決渠道管理中的問題。最后論文結合JY渠道商對冠捷顯示器營銷的項目化管理的成功實施,對項目化管理進行了驗證。進一步說明,項目化營銷管理,相對傳統的營銷管理更適用于有一定規模、產品能按項目運作的公司。
[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.
【學位授予單位】：電子科技大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F426.6

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本文編號：2266226