The Study Of "Marketing Function Management By Projects" Mode

This text firstly introduces the related theories of enterprise project management, combining the latest development of the domestic and international project management. With looking back to the development of organization theories, we can find the predicament of the functional organization and emergence of enterprise project management. On this foundation, elaborates on the connotation, characteristics and functional system of enterprise project management and point out that the "marketing function management by projects" mode relies on enterprise project management. Then the thesis analyzes its existent problem at present and marketing activities are becoming projectized more and more. Thus, the thesis points out the most effective manner to change the marketing management is to apply the idea and technology into marketing management in order to carry out the marketing function project management.On this foundation, the thesis sets up "marketing function management by projects" mode and elaborates on its connotation, characteristics and functional system. Put forward the concept of marketing programming management from the management level and do systemic and deep research on its target, organization and method. Put forward the concept of marketing project management from the implement level and elaborates on the specific apply of project management to the whole marketing process and the key marketing part.