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论文编号：	827
作者编号：	2220060740
上传时间：	2008/6/26 9:08:18
中文题目：	莱钢主导产品国际营销网络建设项
英文题目：	The Project Integration Manage
指导老师：	李季
中文关键字：	莱钢　主导产品　国际营销网络
英文关键字：	Laiwu Steel Main Products/
中文摘要：	摘　要 项目集成管理是项目管理中的一项综合性和全局性的管理职能，是针对项目各专项管理的综合协调所开展的一项系统性的管理工作。加入WTO后，中国企业融入世界经济大环境的进程加速，企业不仅需要面对来自国内竞争对手的市场压力，还要面对国际同行巨头的国际竞争，国际化运营已经成为中国企业尤其是中国大型企业面临的必然选择。因此，企业尤其是大型企业欲寻求长期、稳定的发展，就必须建立完善的国际营销网络并搞好其管理。企业的国际营销网络建设问题既不是一个简单的渠道选择和建设问题，也不是单纯的销售网络规划问题。从系统的观点、营销管理的观点和项目集成管理的观点看，莱钢主导产品国际营销网络建设项目包括实物准备和国际营销模式选择、国际营销网络规划建设等方面的内容。国际营销的实质就是向适宜的目标国际市场提供符合标准和客户需求的产品或服务，而实际上由于国际营销的复杂性和国际市场需求的多样性，使的国际营销中的实物准备阶段变得极具挑战性，对于一些长期习惯于以产定销的企业来讲更难于适应。企业的订制生产能力往往反映了企业对客户需求的重视程度和对市场的快速反应能力，企业能否建立项目导向的生产运营体系将成为企业能否及时向国际市场提供符合国际标准和质量要求的出口产品之关键。 本文紧密结合莱钢生产管理的特点，侧重于莱钢主导产品国际营销网络建设项目中的实物准备阶段的集成管理研究。通过借鉴项目集成管理的理论和方法，并结合现代科学系统理论（系统论、信息论、控制论等）的研究成果为理论基础，综合运用生产管理、物流管理、创新（研发）管理、信息管理、营销管理等方面的知识理论，深入分析了该项目实物准备阶段的集成管理运行机理，提出了该项目的集成管理模型，并阐述了企业内部项目导向型的生产运营体系、项目导向型的服务体系以及由市场信息和企业内部信息平台构成的信息支持体系三者之间的关系，提出了项目导向的创新型复合组织管理结构。 关键词：莱钢　主导产品　国际营销网络　项目集成管理
英文摘要：	Abstract The project integration management is a comprehensive and overall management function in the project management activities, is also a systematic management work in view of the comprehensive coordinating work of each special management in the project management activities. After entering the WTO, the course of Chinese enterprises to integrate into the world economy environment is accelerating, the Chinese enterprises are not only facing on the marketing pressure from domestic competitors, but also facing on the international competition from the International colleague giants, the internationalized operation is now becoming the inevitable choice of the Chinese enterprises, especially for the large Chinese enterprises. Therefore, if the Enterprises, especially for the large enterprises, want to seek for long-term and stable development, they should set up a consummate international marketing network and do well the management with it. The matter to establish a international marketing network for the enterprises is not a matter to simply select the model of the sales channels and build it, neither a matter to purely plan the sales network. From the view of systematic theory, sales management and the integration project management, the Construction Project of the International Sales Network for Laiwu Steel’s main products (CPISNLS) includes products preparation, international sales model selection, international sales network planning and construction, as well as other activities. The essence of the international marketing is to supply the related products and services in accordance with international standards and the customers’ demands into the suitable destination market, but as a matter of fact, the products preparation period during the international marketing is becoming much more challenging because of the complexity of the international marketing and the multiplicity of international market demands, this makes the enterprises, which long term custom in making sales decisions according to production, very difficult to adapt. The capability to arrange production per orders usually reflects the enterprises’ value degree to the customers’ demands and the ability quick responding to the market, whether the enterprises build up the project oriented production and operation system or not will become the key for the enterprises offering exporting products to the international markets according to international standards and quality requirements. 　　This thesis stresses in the integration management of the production preparation period for CPISNLS, and unifies the characteristic of Laiwu Steel’s production management closely, bases on referring to the theory and methods of Project Integrated Management, and combining the research results of the modern science system theory （the System Theory, the Information Theory, the Control Theory）, comprehensively utilizing the knowledge theory from production management, material flow management, R&D management, information management, marketing management, etc., thoroughly analyzed the movement mechanism of the integrated management for this Project within production preparation period, and proposes the integrated management model for this Project, and elaborated the relationship among the three parts of project oriented production and operation system, project oriented service system, and the information supporting system composed of market information and enterprise’s internal information platform, and proposes the combined innovation organization structure based on project oriented model. Key words: Laiwu Steel Main Products International Sales Network Project Integration Management
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