YZ Company Marketing Project Management Research

With the change of international petroleum investment environment and the increasing national policy support for the development of new environmental protection energy,the competition situation between modern petroleum enterprises has emerged with new features and rules.Only by actively adapting to the new normal of the industrial development,enterprises can constantly achieve market transformation and upgrading and improve their competitiveness.After years of professional restructuring,YZ company has gradually transformed from a traditional transportation company into a comprehensive petroleum logistics engineering services enterprise.The development of the new era requires that the marketing work must take the lead.The project management of YZ's marketing work is of great significance to the sustainable development of the company.Based on the research and development of the theory of project management in the domestic and foreign and the application practice of project,this paper aims to summarize and refine the content and features of the marketing activities of modern medium and large enterprises in China.Trough combing existing organizational structure and management process of company marketing management,the formulation and implementation of marketing plans,the status quo and effect of marketing performance assessment,etc.,the problems existing in the marketing management of YZ company are analyzed.Furthermore,a double matrix organizational structure was established,that is more suitable for the development requirement of YZ's marketing.The work breakdown structure(WBS)method was used as the main tool to reengineering the marketing management process,and refine work schedule control measures of the marketing project.Combining with the system characteristics of YZ company,a performance evaluation system was established on the basis of the balanced scorecard method(BSC)and the key performance indicators(KPI).In order to achieve an effective balance of internal resources of the enterprise,respond rapidly to market changes in the process of marketing,maximize the enterprise marketing goal.