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论文编号：	5975
作者编号：	2120112552
上传时间：	2013/12/9 13:51:39
中文题目：	大广节项目范围、沟通与人力资源管理研究
英文题目：	Project Scope, Communication and Human Resource Management of China University Advertising Festival
指导老师：	白长虹
中文关键字：	大广节，项目范围管理，沟通管理，人力资源管理
英文关键字：	China University Advertising Festival, Project Scope Management, Communication Management, Human Resource Management
中文摘要：	随着中国广告行业和广告教育的不断发展，广告行业对高素质人才的需求越来越多，专业性广告创意赛事成为学生在校期间重要的实践课程，也成为很多企业进行品牌传播和遴选优秀人才的途径。中国大学生广告艺术节作为在广告专业高校中具有影响力的赛事之一，在与同类型赛事的竞争中，亟待需要建立更加系统的项目管理体系，从科学管理的角度提升项目的工作效率，以专业化的团队和管理水平，拜托原有的单一化竞争模式，从同类竞争者中脱颖而出。本文主要研究利用科学的项目管理方法对中国大学生广告艺术节项目（文中简称大广节）原有的管理模式进行改造，进而提升项目团队的工作绩效。首先，本文分析了项目背景和所处的社会、市场、文化、管理环境，提出了项目在范围管理、沟通管理和人力资源管理中存在的三大问题。其次，针对提出的问题，结合相关科学理论、方法和中国大学生广告艺术节项目团队的具体实践，分别阐述了项目整体组织架构的提升和工作范围的定义及管理，如何有效地实现对内和对外的沟通，以及如何进行合理的人力资源配置、团队建设和绩效考核。最后，本文将在管理该项目中取得的经验进行了梳理和总结，并提出了向其他领域和项目扩展的可能性，对未来的项目管理标准化提出了展望。论文研究的目的旨在通过对大广节项目管理的改进研究，为中小型项目的执行提供可行的思路和建议，以有效地提高工作效率，提高团队的竞争力。
英文摘要：	As China’s advertising and the relating education are constantly evolving, there is clearly a growing demand for high-caliber talents in advertising. Not only is the ads contest thought as important practice by university students, but it is the approach for brand communication and recruiting the best sought after by plenty of ads companies. As one of the most influential contest, China University Advertising Festival is in dire need of carrying on more systematic project management system, improving efficiency from the perspective of management sciences, standing out from the competitors by escaping from the traditional simplification mode with specialized team and management, in comparison with similar ones. The paper mainly studied the reforming for traditional management mode of China University Advertising Festival by using science project management method, which is an effective way on promoting the teamwork performance. First of all, this paper analyzes the project background and environment of social, marketing, culture and management, and puts forward three major problems existing in management scope, communication management and human resources management. Secondly, base on related science theories, methods and the specific practice of China University Advertising Festival, the paper respectively elaborates as per above three subjects, that are the project organization optimizing, work scope defining and management, how to realize the communication for both internal and external and how to rational allocate the human resource, team building and performance review. Finally, this paper will try to sort out and summarize the experience from the said project management, and raise the possibility of extension into other filed and projects, and look forward the standardization for project management.
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