Management By Projects Of Marketing Activities Research In The Kitchenware And Houseware Supplier W Company

With the development of the economy and the constantly changing of consumer's demands,the speed of product renewal becomes more and more quickly.Marketing activities have become the most important work for many enterprises,which are particularly important for the long-term development of enterprises.The W company is a small and medium-sized enterprise which is mainly produce kitchenware and houseware.The company is using traditional marketing mode to manage marketing,as the lack of scientific management for the marketing,the traditional marketing management mode has been unable to meet the requirement of long-term development.Therefore,the urgent task of W company is how to manage the marketing activities scientifically,improve the marketing efficiency and achieve the goal of marketing strategy.The realization of the projecting management of marketing activities can greatly improve the marketing ability,it can realize the marketing strategy and rapid development of the enterprise.Through accessing to a large number of references and related books about marketing,project management and management by projects,it provides the theoretical basis for W company's marketing activities management by projects.And through the analysis of the current marketing activities of W company,find out the existing problems of W company in current marketing activities mode,promote the necessity and feasibility of marketing activities management by projects in W company.According to the project life cycle and marketing process,build the scheme of management by projects of marketing activities.The scheme takes the marketing activities of the single customer of W company as a single project,the similar marketing activities of multiple customers are managed as a project group.determines the scope and goal of the project.Drawing Gantt chart and network plan,developing the schedule and estimating time for activities by key route,combined with several important aspects of the project management and marketing management,to create the project planning for the marketing activity project group,and forming the framework of the formation of W company kitchenware and houseware marketing management by projects.The research of this paper has fundamentally solved and improved the chaotic situation of the marketing activities of W company,constructed a new project management plan for W company,made clear goal for the customer service work,and better controlled the time,cost and quality,improved the order lead time and customer satisfaction,and set up a good corporate image.The case analysis of this paper further confirms the feasibility and practical significance of marketing activities management by projects,it provides examples for the other similar enterprises in the same line.