Use Of Project Management In The Chemical Industry Marketing Research

Marketing is a most important factor to business development and vital to a enterprise's sustainability. It is in leading position in the overall management system and corporate strategy making process. Actually, the effect and efficiency of marketing management decide the performance of a company. The essential of the competition between enterprises is marketing competition.To introduce project management into marketing management will benefit the enterprise in quite a few aspects, including improvement of marketing effect and efficiency, up-grade the internal management quality, help for customer-oriented marketing culture building, and thus enhance the enterprise's core competency.Together with the systematical theory elaboration and practical business case studay, this article provides chemical enterprises with valuable theoretic and practical direction for a successful marketing management. Meanwhile, it is also helpful for the marketing management in other industries with the theoretic elaboration.It starts from the present problems in chemical enterprises' marketing, points out the significant benefit and strategic advantage of the introduction of Project Management into its marketing management. Then it elaborates the relevant theory and proposes a systematical method, operational process and practical tips of PM's application in chemical marketing, closely relating the market characteristics of chemical industry, and based on chemical industrial marketing revolution needs, attempting to offer more realistic and practical direction for chemical enterprises in marketing operation.The article has 3 innovative points as listed below.1. Related to a specific market, chemical industry market, it combined marketing theory closely with PM theory, studies deeply all the key factors in a successful chemical marketing project, offers chemical corporate a systematic marketing management model.2. It applies SWOT analysis in evaluation of the approach of project management in Chemical industry marketing, and proposes the relevant strategies.3. Elaborating a actual application of marketing PM in a chemical marketing operation, introducing the utilization of software of Microsoft Project in marketing PM, sharing author's own practical experience of marketing PM.