Application Research Of Marketing Management By Project In SRMW Corporation

Management by project (MBP) is both the direction of the development on the mode of running a business in future and the basis of the realization of good administration. Marketing management by project, that is, carrying out management by project in the marketing management, is the urgent need of on quick responding ability for the subsist and the development of an enterprise. Up to now, there have been some research achievements in the interrelated study on the enterprise project management. But these achievements are not enough. The innovation of this thesis is that the study on how to apply management by project to marketing management which is one of the key functions in a business.The thesis analyzes the problems that exist in traditional functional management and the trend for marketing activities becoming projectized more and more. The thesis points out that marketing management by project is the demand of marketing management practice in market economy era. The article introduces the relative theories of enterprise project management combine the latest development of project management research. The thesis describes the connotation of management by project and three layers of management by project. The academic basis of marketing management by project is enterprise management by project.The thesis structures the mode of marketing management by project, and describes the characteristic and connotation. We use the idea of marketing program management on administrative level, and we deeply research the object, organization, method. We apply the technologies, methods and tools of project management into some specific alone marketing project on implement level.The thesis introduces SRMW corporation development and product marketing circumstances. The thesis analyses marketing characteristic of refrigerating and air-conditioning products, and analyses the urgent need of carrying out marketing management by project in SRMW. The thesis describes the organization transform, the standard for the choice of marketing project, the types of marketing project. We generalize the demand for marketing project management by the description of the multifunctional air-cooled pump marketing project.The thesis quantificationally evaluates the marketing performance by the key performance indicator of marketing performance evaluation system in SRMW. We also make the qualitative analysis of management performance by questionnaire. We make the objective evaluating to the marketing management transform on the point of view of strategy, feasibility and benefit. The thesis analyses the obstacles in the marketing management by project in enterprises. We should keep in mind that enterprise project management has its limitation just as any other things. The marketing management by project fit into the enterprises which have proper scale and marketing operations whose form is project. At the same time, there must be the strategic concern of the high-level managers and the support of continuous marketing projects.