Research And Application Of Project Management Method For Marketing Activities Of Communication Operators

With the continuous popularization of 4G network in China and the establishment of China's iron tower,the advantages and disadvantages of the network system of the three major telecom operators are being gradually weakened.Under the double pressure of the continuous development of the Internet and the homogenization of the operators' network,the overall growth of revenue declined,and the growth of the users almost touched the top.In order to seek sustained income growth in the current grim development situation,innovative products and active marketing strategies are undoubtedly the most important tasks of telecom operators' marketing work.The marketing of communication operators is mainly divided into government,enterprise,market and mass market.This article mainly aims at the massive public market research.Considering the mass market product variety,the three operators marketing activities similar to marketing management status of higher ability,the user needs of their own uncertainty and communications operators,through the project management perspective,starting from the market strategy,using the tools and theories of project management,marketing the activities of scientific and systematic management.This paper first analyzes the actual problems arising from the planning and implementation of marketing activities of communication operators,and proposes the possibility of applying the project management approach to the management of marketing activities of communication operators.According to the characteristics of project management and the current situation of communication operators' marketing activities,the necessity of using project management means to improve management efficiency is expounded.Secondly,from the communications operators a single marketing project cycle project,start,development and the completion of the four stage,summarize the key steps of communication operators marketing project management(the implementation framework),combined with survey stability assessment,referred to as "SASE",a project management template.The strategic goal of management and marketing activities of a single combination of up to the height of marketing program management,personnel management,need to focus on marketing project group risk management in the further elaboration.Finally,through the discussion and communication operators bundled examples of management marketing activities of the project,verify the proposed "SASE" implementation of the framework,and in the actual application of the operation of the project management of telecom operators marketing activities are verified.Through the completion of the project KPI,internal management and enhance the concept of culture to assess,once again proved that the introduction of project management,marketing activities management brought about by the promotion and change.Practical examples are given to show the status of project management in the application of enterprise innovation management.Based on the current communication operators in the implementation of marketing activities management status of the simple,low efficiency of management in the process,a method is proposed for communication operators marketing activities of the "SASE" project management framework,the core key steps of project management,combined with survey stability assessment,the main process the project management life cycle 4 summarizes.Its function is to improve the efficiency of marketing activities project management,and lay the foundation for the implementation of enterprise strategic objectives.