基于项目关系和项目管理的营销战略研究

Marketing Strategy of Enterprise Based on Project Relationships and Project Management

基于关系管理和项目管理,结合项目型企业的特征,提出适合项目型企业的营销战略模型,即基于顾客关系组合、网络关系组合、销售和交付项目组合、以及产品开发项目组合的营销战略,并在此基础上分别对四种组合的目标、主要管理活动以及组合的协同效应进行了详细的分析,为项目型企业管理者进行更为有效的战略管理提供参考。

Based on relationship management and project management,combined with the characteristics of project-oriented enterprises,the paper proposed marketing strategy model for project-based business,which is based on the customer relationship portfolio,networking portfolio,sales and delivery project portfolio,and product development portfolio.On this basis,this paper,respectively,detailed analyzed the target,main activities and portfolio management synergies of the four combinations,and put forwarded management reference for project-based enterprise managers how to make more effective strategic management.