Research On Scope Management Of Online Marketing Effectivenes Assessment Project Of M Company

In recent years,based on the increasingly progressive science and technology,various types of digital media have been developed rapidly,with a large number of new media and innovative advertising forms.In order to adapt to the current environment,enterprises are rapidly focusing their marketing investment on online marketing.Based on this change,online marketing effect evaluation projects have emerged as the times require.Because of the complex and changeable market environment and the application of a large number of emerging scientific and technological means,such projects are facing the problems of incomplete collection and analysis of project requirements,uncontrolled scope changes and unscientific work decomposition.Based on the theory of project scope management,combined with M company's online marketing effect evaluation project,this paper optimizes and innovates the scope management process and details of such projects by using the methods of literature review and participation observation.In the process of collecting requirements,some technical tools,such as analytic hierarchy process,expert judgment and tracking matrix,are introduced,and the documents output from each step,such as project management plan,scope statement,etc.,are clearly pointed out.In the process of project work decomposition,the concept of "person-post matching"is adopted instead of the traditional mechanical way of dividing the work according to the functional departments.The project work is decomposed step by step,and the work is managed and controlled through the work function responsibility matrix.In view of the existing problems in scope control of such projects,according to the principles of overall,dynamic and relevance,a new scope control process is designed,and a change emergency response team is innovatively set up to enhance the ability of the project to cope with sudden changes.By comparing and analyzing the case with the related data of similar projects,we can see that this study has played a more obvious role in controlling the number of project changes,coping with sudden changes and optimizing staffing.This also proves that it is very feasible to use the research results of this paper to solve the problems existing in the scope management of online marketing effect evaluation projects,which has a certain reference significance for the scope management of such projects in the future.