基于PMO的营销项目群管理模式探索

Exploring in marketing program management model based on PMO

企业营运中单项目管理已不足以解决实际活动带来的问题。项目管理应用领域逐渐广泛,营销项目群管理在探索之中。分析了运用PMO,营销项目群化的管理更具有实践性。通过MPMO的建立,界定其功能和职能,构建出组织结构,并阐述了营销项目群管理的基本流程。

A single project management in entrepreneur operation has not been solving the problem from actual activity. The scope of application in project management is expanding, so the marketing program man- agement is exploring. This paper using the theory of PMO affiliates practice to marketing project management which has the characteristic of program by constructing the MPMO, delimiting its function and obligation, establishing organizational structure and getting out the fundamental flow of marketing program man- agement.