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论文编号：	4905
作者编号：	2220080715
上传时间：	2012/12/17 17:17:22
中文题目：	力神公司项目导向型营销管理模式的研究
英文题目：	The Study on Lishen company Project-oriented Marketing Management Pattern
指导老师：	李季
中文关键字：	工业品市场,项目管理,营销管理,项目导向型营销管理
英文关键字：	Industrial products marketing,Project management,Marketing management,Project-oriented marketing management
中文摘要：	由于经济全球化的程度越来越高,国内企业所面对的国内外市场竞争也越来越激烈。国内工业企业如何迎接来自全球企业尤其是跨国公司的市场竞争，是其不断发展壮大急需解决的课题。本文按照分析问题、提出问题、解决问题、建立模型与实际实施的思路来组织材料。通过对力神公司市场营销的特点、现状分析，发现存在的主要问题；通过对项目管理理论、工业品营销过程和特点理论梳理，研究了力神公司建立项目导向型营销管理的模式以及实施。重点是将项目管理方法与工业品营销过程相结合，运用项目管理知识体系中的范围管理、时间管理、人力资源管理、沟通管理、集成管理等方法来解决实际问题，最后通过力神公司的具体项目实践进行验证并提出全文总结。本文采用理论和实际相结合的研究方式，通过对工业品营销过程进行分析，运用项目管理的工具和方法，提出了力神公司项目导向型营销计划管理、客户开发管理、资格认证管理、产品认证管理、合同签订管理、合同履行管理的模式和方法，以期对相关的行业营销管理可以起到借鉴作用。
英文摘要：	Due to the extent of the economic globalization is high increasingly, domestic enterprises in the face of the domestic and international market competition is becoming more and more fierce. As far as the domestic industrial enterprises are concerned，how to meet the market competition that from global enterprises, especially multinational companies, is the urgent issues to be solved for continuing to develop and expand. This thesis, according to analyze the questions, proposed the questions, solving the questions, establishing the model and the practical implementation of the idea to organize materials. Through the marketing characteristics and the present situation analysis about Lishen company, to find the existent main problems; through the project management theory, industrial products marketing process and characteristic theory sorted out, to research the model of establishing project-oriented marketing management and implementation. Key issue is combine the project management methods and industrial products marketing process, and using project management knowledge system in scope management, time management, human resource management, communication management, integrated management methods to solve practical problems, finally according to verify the implementation of Lishen company's specific project puts forward the summary of this thesis. Based on the integration of theoretical and practical research mode, through the analysis of the industrial marketing process, using project management tools and methods, puts forward the mode and method of L company project-oriented marketing plan management, customer development management, qualification authentication management, contract signet management, contract execution management, contract performance management, in order to relevant industry marketing management can be used for reference.
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