联系我们

论文查询结果	返回搜索

论文编号：	6714
作者编号：	2220110464
上传时间：	2014/12/5 10:46:10
中文题目：	S中烟公司卷烟新产品营销项目化管理模式研究
英文题目：	The Study on Projectification Management Model In New Product Marketing Of S Tobacco Company
指导老师：	杨坤
中文关键字：	S中烟,新产品营销,项目化管理,管理模式
英文关键字：	S Tobacco Company,New Product Marketing,Projectification Management,Management Model
中文摘要：	随着国内卷烟生产企业之间的竞争日趋激烈，不断推出卷烟新产品成为各卷烟工业企业重要的竞争手段，各工业企业更加重视卷烟新产品营销工作，先进的营销管理理念和手段被越来越多地应用。卷烟新产品营销的项目化管理模式，就是围绕新产品营销的具体项目，在传统层级组织结构中嵌入项目型组织特征，形成相对扁平化、类矩阵型的新型组织模式，并以任务定义为基础建立管理结构，对营销活动的时间、费用、人力、风险等进行管理，按照项目方式组织运行，使得营销过程可被计划、管理和评估，可以提高管理的有效性，缩短新产品上市周期，提升新产品上市成功率。同时，通过项目化管理模式的运行，可以充分调动基层营销人员的工作积极性，提升中层营销管理人员的多面化和综合协调沟通能力，从而带动营销团队建设水平的提高。本文首先分析了卷烟产品营销的特点以及与传统营销的不同，探讨了项目化管理及项目化组织的特点，针对S中烟营销实际提出卷烟产品营销项目化管理的合理性和优越性，并针对营销项目化管理的潜在难题，界定了论文的研究重点，确定了研究程序。其次，论文通过对企业现有卷烟新产品营销管理工作进行优化和补充，设计出更加适合本企业特点的新产品营销项目化管理模式。本文以实际工作为基础，采用文献分析、案例分析、专家访谈等方法探讨了S中烟公司新产品营销的项目化管理问题，提出了确保项目化管理成功的具体实施方案，对企业新产品营销管理工作提出了新的要求和建议。
英文摘要：	With the increasing competition in the tobacco industry in China, introducing new product becomes an important means of competition for every tobacco enterprise. Tobacco enterprises increasingly emphasize new product marketing, and more and more advanced marketing and managing concepts are applied. The projectification management model of new product marketing is a specific project based on new product marketing. By embedding project organizing feature into the traditional layered organizing structure, forming a relatively flat, quasi-matrix new organizing model, and establishing managing structure based on task definition, managing time, budge, human resources and risk of marketing events, organizing and operating according to project method, making the marketing process manageable and assessable, we can improve the management efficacy, shorten the publicizing period for new product, and increase the possibility for the new product to succeed. Meanwhile, the projectification management operation can stimulate entry level salesmen’s initiative, increase middle level managers’ diversity and comprehensive coordinating and communicating ability, and thus lead to the improvement of the marketing team building. In this research, the characteristics of tobacco product marketing and its difference from the traditional marketing are analyzed, features of project managing and organizing are explored, the rationality and advantages of tobacco product marketing project management are proposed specifically for S tobacco company, the research emphasis and process are defined on account of the potential difficulties for marketing project management. Secondly, new product marketing project managing model that fits for the company under discussion is designed through the optimization and supplement of the company’s existing tobacco product’s marketing managing routine. This research is based on practical work. It explored the S tobacco company’s project managing problem in new product marketing through literature review, case analysis and expert interview, proposed concrete implementation scheme that can ensure project management success, as well as new requirements and suggestions for enterprise new product marketing management.
查看全文：	预览  下载(下载需要进行登录)