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论文编号：	3444
作者编号：	2220070621
上传时间：	2011/6/13 10:00:45
中文题目：	电力施工企业营销项目化管理研究
英文题目：	A Research on Marketing Management by Project of the Electric Power Construction Company
指导老师：	林润辉
中文关键字：	电力施工企业,项目管理,营销,营销项目化管理
英文关键字：	Electric power construction enterprise, Project management, Marketing, Marketing Management by Project
中文摘要：	项目化管理MBP (Management by Project)是传统项目管理理论的一种延伸和发展，通过对企业的职能管理进行以项目为导向的管理整合，将项目的管理理念和方法应用到企业的一般管理中来。目前，大量的管理实践证明，项目化管理能够起到明确企业经营目标、提高运营效率、加快企业发展的作用。营销管理是企业的职能管理，项目管理理论在营销管理中的应用，是企业项目化管理的一部分。电力施工企业营销项目化管理，即在电力施工企业营销活动中引入项目管理方法是本文研究的主要。 电力施工企业的产品和相关环境、政策、程序决定了营销活动具有项目的特点。电力施工企业市场营销的项目化管理有理论和实践支持的必要性和可行性。电力施工企业需要通过市场开发战略的制定、客户关系的维护、企业的宣传以及招投标这些营销活动获得项目。通过对营销活动的分解和分析，系统的整理出核心的具有项目属性的系列营销活动，并将项目的管理思想和方法应用到这些营销活动的管理中，以提高管理水平。 本人所在的电力建设公司（TEPC）经历了从计划经济到市场经济的转轨，走过市场的低谷，也经历了市场的“井喷”。通过提升市场营销能力，不断开拓市场，屡屡突破已有业绩，市场开发额及产值连年增长，从业界的普通一员发展成为佼佼者。TEPC既是市场开拓的先行者也是市场开拓的受益者。本人从公司市场开发团队建设初期就参与其中，亲历了公司市场开发工作探索、创建、规划、积淀、改革、完善的这一过程。TEPC的实践是本文研究方法的基础同时也验证了方法的科学性和有效性。 本文简单介绍了项目管理的概念、常用工具、发展历史以及营销的基本理论。结合行业形势及营销管理特点分析了电力施工企业营销项目化的可行性和必然性，阐述了项目化管理思路与流程。重点是组织机构项目化管理和营销活动的生命周期管理的项目化，利用项目管理的思想，结合电力施工企业的特点，对营销活动进行系统化、规范化、目标导向的方法研究。
英文摘要：	Management by Project (hereafter referred to as MBP) is kind of extension and development of traditional project management theory, and it will apply the project’s management conceptions and methods to the traditional management of an enterprise by integrating enterprise’s functional management via the project-oriented management method. Currently, a great deal of management practices has proved that MBP has the function of clearing the enterprise’s management goal, improving the operational efficiency and accelerating the development of an enterprise. Marketing management is the functional management of an enterprise, and the application of project management in marketing management is part of the enterprise’s MBP. Marketing management by project of the electric power construction enterprise, namely, introducing project management method into the marketing activities of an electric power construction enterprise is the key research points of this paper. The products, relevant environment, policies and procedures of and electric power construction enterprise determine the marketing activities have the characteristic of a project. And the MBP of the marketing management of an electric power construction enterprise has the necessity and feasibility of theory and practice supports. The electric power construction enterprise needs to obtain projects by making market development strategy, maintaining the relationship with the customers, enterprise publicity and bidding work. By decomposing and analyzing the marketing activities, summarize the core and series marketing activities with the project characteristics systemically and apply the MBP thoughts and methods into the management of the marketing activities so as to improve the management level. Tianjin Electric Power Construction Company (TEPC) where the author has been working has experienced the transition from planned economy to market economy; it has walked through the market downturn, and also has experienced the market "blowout". By improving the marketing capability, the company has been repeatedly breaking its original performances, the production value and market development amount of the company also increase year by year, from an ordinary member to the leader of the industry. And the author have been in the market development team of the company from the very beginning of its foundation, and have witnessed whole process of the company’s market development, including its exploration, foundation, planning, accumulation, reform and perfection. And the practices of TEPC are the basic of the research method of this paper and also verify its scientificity and effectiveness at the same time. This article introduced the concept of project management, common tools, development history and the basic theory of marketing. Combined with the characteristics o f industry and marketing management of electric power construction enterprises, it analysis the feasibility and necessity to the management by project and explains its ideas and process. It focuses on organization management by project and marketing management process by project. It concern the use of project management thinking, combined with the characteristics of power construction companies, the marketing activities of systematic, standardized, objective-oriented method.
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