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论文编号：	5256
作者编号：	2220110443
上传时间：	2013/6/5 18:48:18
中文题目：	山东中烟卷烟精准营销项目的人力资源管理方法研究
英文题目：	A Study on Human Resource Management Of Precision Marketing Projects By Shandong CTIC
指导老师：	戚安邦
中文关键字：	山东中烟；卷烟；精准营销项目；人力资源管理；研究
英文关键字：	Shandong Tobacco Industrial Co., Ltd; cigarettes; precision marketing projects; human resource management; research
中文摘要：	在当今高精尖科技时代，几乎所有的企业都期望做到最大、最强，但在市场经济的搏击中没有企业能做到面面俱到，只有对市场细分，突出自身优势，强力出击，才能不断取得成功。越来越多的企业发现，实施精准营销项目，有效地利用现有资源，是当今消费者在营销中越来越居主动地位的市场对企业的必然要求。烟草行业精准营销项目由包括沟通、便利、成本、消费者的4C理论构成，4C理论重视顾客导向，以追求顾客满意为目标，其核心强调购买方在市场营销活动中的主动性与积极参与，强调顾客购买的便利性。 实施精准营销，要求项目团队中每一位成员要对项目的实施有清楚的认识，实现项目团队管理。卷烟行业从2010年倡导精准营销模式。为适应卷烟精准营销新模式，需要采用项目管理思想对卷烟市场进行区域性研究，提出项目团队（即销售区域人力资源管理）的建议，探索建立项目经理能力素质模型，以此促进市场营销上水平，满足卷烟营销创新要求。 山东中烟工业有限责任公司根据面临的经营环境以及自身发展的要求，确定实施了卷烟精准营销项目。为了快速高效地实施卷烟精准营销项目，取得优异的成绩，作者结合项目管理理论知识，对精准营销项目的人力资源管理方法进行了研究。通过近三年的研究和实践，相对系统地总结了卷烟精准营销项目中人力资源管理的方法，更进一步推动了山东中烟工业有限责任公司卷烟精准营销项目的顺利实施。 本文从山东中烟泰山卷烟精准营销项目的发展到实施该项目的人力资源管理方法论述，详细阐释了山东中烟泰山卷烟精准营销项目的人力资源管理组织规划和人员配置、员工发展与团队建设，并围绕项目管理的团队绩效，探索建立山东中烟泰山精准营销项目经理的素质模型。
英文摘要：	In today's sophisticated technology era, almost all businesses are expected to become the biggest, strongest companies. But in the fight ting of the market economy, no company can do everything good, but only high lighting their own advantages, making market segmentation, and doing a strong attack, the company can make continue success. More and more enterprises found that , applying precision marketing projects, efficient using existing resources, which is the inevitable requirement of market where today's consumers have more and more active position to enterprises. The 4C theory of the precision marketing projects of the tobacco industry includes consumers, cost , convenience and communication, which emphasizes customer-oriented, the pursuit of customer satisfaction as the goal,and whose core emphasizes the purchaser’s initializing and actively participating in marketing activities, emphasizing the convenience of customer purchase. Implementation of precision marketing, it requires that every project team members have a clear understanding on the implementation of the project, to achieve project team management. Cigarette industry advocates precision marketing model from 2010.To adapt to the new model of precision marketing of cigarettes, it needs to adopt project management thinking to make regional studies of cigarette market, making the project team (i.e. human resource management of sales area ) advice, exploring to establish project manager ability quality model, to promote the marketing level, and satisfying the requirement of cigarette marketing innovation. Shandong Tobacco Industrial Co., Ltd. determined the implementation of a cigarette precision marketing projects facing the business environment as well as the requirements of their own development. In order to quickly and efficiently implement the cigarette precision marketing projects, achieving excellent results, the author combines theoretical knowledge of project management, making study of human resource management methods of precision marketing project. Through nearly three years of research and practice, the writer relatively systematically summarizes the cigarette precision marketing project human resource management, further promoting the smooth implementation of the Shandong Tobacco Industrial Co., Ltd. cigarettes precision marketing project. This thesis from Tobacco Shandong Taishan cigarette precise marketing project development to the implementation of the project of human resource management practices discussing, explained in detail the Tobacco Shandong Taishan cigarette precision marketing project human resource management organization planning and staff configuration, employee development, team building, and around the project management team performance, it explores the establishment of a quality model of Shandong Tobacco Taishan precision marketing project manager.
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