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论文编号：	7237
作者编号：	2220130864
上传时间：	2015/6/3 9:56:43
中文题目：	LTHS互联网品牌线下营销合作项目风险管理研究
英文题目：	Research on risk management of marketing cooperation project of LTHS Internet brand out of line
指导老师：	戚安邦
中文关键字：	互联网品牌；手机；线下营销合作；项目风险管理；生命周期
英文关键字：	Internet brand;marketing cooperation;out off line; risk management;life cycle
中文摘要：	随着4G业务的大踏步发展，终端的拉动作用越来越明显。据赛诺公司发布的数据显示，2014-2015年国内手机市场，特别是4G手机市场实现大幅增长，以中华酷联天为代表的国产品牌，以及以苹果三星HTC的贸易机品牌不断发力，长时间占据着手机终端市场。然而互联网品牌手机的异军突起，打破了现有格局，成为新的增长点。线上线下的联动作业，也越来越成为其优势所在，同时，也给互联网品牌提出了更高的要求。互联网手机产品多渠道并行，开展线下合作营销项目联动销售已经成为运营商、国代商、互联网厂商的必然，相对应的风险管理研究也是势在必行。本论文首先对项目管理理论和项目风险管理理论进行了系统研究；紧接着对LTHS互联网品牌线下营销合作项目概况和实施阶段做了简要介绍，继而对LTHS互联网品牌线下营销合作项目的独特性进行了说明，在此基础上综合应用文献分析法和情境分析法对该项目风险进行了定性分析，给出了项目风险清单；随后按照项目产品引入期、成长期、成熟期和衰退期四个生命周期阶段对项目风险进行了分类，综合应用德尔菲法和损失期望值法对不同阶段的风险进行了评价，给出了管理的先后顺序；最后结合LTHS互联网品牌线下营销合作项目的实际情况制定了应对不同风险的具体措施，以便达到降低风险发生概率和损失额的目的，进而确保项目达到预定目标。
英文摘要：	With the 4G business development strides, the pulling effect of the terminal is more and more obvious. According to Shiner company released data show, the domestic mobile phone market 2014-2015, especially the 4G mobile phone market to achieve substantial growth, Chinese cool days as the representative of the domestic brands, as well as trade machine brand Apple Samsung HTC constant force, long time occupy the mobile phone terminal market. However, the Internet mobile phone brand to break the existing pattern, A new force suddenly rises, become a new growth point. Internet mobile phone product multi-channel parallel to the line of cooperation projects, sales marketing linkage has become inevitable, the country on behalf of the business operators, Internet companies, the research on risk management of the corresponding also be imperative. This thesis has conducted the system research to the theory of risk management theory and project management; followed by the survey and the implementation stage of project LTHS Internet Marketing under the brand line are briefly introduced, then the LTHS Internet marketing cooperation projects under the brand line of unique is discussed, on the basis of comprehensive application of the methods of literature analysis and context analysis method of SWOT; then in accordance with the project product introduction period, growing period, mature period and decline period of four stages of the life cycle of the classification of project risk, the comprehensive application of the Delphi method and the expected loss of value to evaluate the risks in different stages of method, gives the order management; specific measures based on the actual situation of marketing project LTHS Internet brand line of response to the development of the different risk, so as to reduce the probability of risk occurrence and loss of purpose, and to ensure that the project to achieve the intended target.
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