Research On The Project Management Of Instrument Marketing In H Company

Project Management, as a scientific approach of management, has been widely employed in every walk of life. Management by Project is an important way to improve management efficiency and likely evolves into the predominant operation mode of enterprises in future. The innovation of marketing management based on project management—introducing project management into marketing activities—is what enterprises need so as to strengthen their ability to quickly adapt to today's intensifiedmarket competition.The enterprise, H, is built up by the author from nothing in 2005. And underseveral years of careful operation, it has gone through gradualness of development process. As we known, marketing is the core part of enterprise functions, which runs through the entire lifecycle of an enterprise. Therefore, how to transform enterprise marketing function into management by project should be taken into further consideration. Project management applied to enterprise marketing management is generally understood as management executed by enterprise senior managers according to market information, who apply the approach and thinking mode of project management into their own integrated marketing strategies for analysis, reorganization and evaluation of specific marketing activities. The enterprise the author operates possesses the common characteristics typical of start-up enterprises: instability, weak technological power, dissatisfactory personnel quality, brain drain and etc. For those enterprises, as a result, it is vitally important to develop sales market and make a profit in a short period of time. Accordingly, project management plays a much more essential role in the enterprise the author is in.This paper started with a brief introduction to the definition, common tools and development of Project Management, as well as the development in this area home and abroad. After working on the marketing management mode in traditional enterprises marketing, the author focused on the weaknesses of traditional marketing management, and made a comparison between marketing activities and Project Management, and then proved the feasibility of combination of the two. Through discussing in details the thinking mode and procedures of marketing activities by project, the author pointed out that marketing project management is the inevitable development trend of marketing. In terms of the lifecycle of a project, the marketing project in the target enterprise, H, was divided into four stages: initiation, planning, control, and ending. Throughout the four stages, the marketing project was systematically analyzed and managed by the common tools in project management. Based on the analysis and management, the organization structure was also reformed. A MPMO was established to define personnel responsibility and working range in the project through WBS. Through a Gantt chart, the project schedule, delivery and circle-fund time, goods and capital risk avoidance, cost control and customer segmentation were made clear. The key point was that resource optimization in project management should take into account the characteristics of the target enterprise, H, in order to sort subtasks according to their priority and some rules about resource allocation in project management. In this way, the main problem of lack of resource among in the small-and-medium-sized enterprises could be effectively settled.