基于项目管理视角的营销管理创新

The Innovation on the Marketing Management based on the Perspective of Project Management

作为一种全新的企业管理模式,项目管理能够实现资源有效整合,是企业提高响应能力理念与技术的重要方式。伴随其多元化发展,呈现出向一般管理领域渗透的趋势。在企业管理层面、实施层面对企业核心职能——营销管理进行分析,为企业项目管理工作中实行营销管理创新进行探讨,实现企业可持续发展的目标。为此,本文主要对基于项目管理视角的营销管理的内涵、特点、流程及创新措施进行了分析与探究。

As a new enterprise management mode,project management can achieve effective integration of resources and it is an important way to improve its ability of response competences and techniques. Along with its diversified development,it tends to infiltrate into general management areas. Based on analyzing marketing management which is the core function of enterprises from its management and implementation,this paper discusses the practice of marketing management innovation for achieving sustainable development of enterprises. Therefore,it analyzes and discusses the intension,charismatics,process and innovative measures of marketing management based on the perspective of project management.