Study On Application Of Project Management Theory In Promotion Management Of Z Corporation

This article analyzes current situation on promotion management of company Z by some methods including literature study, expert advice, interviews, and we find there are many problems in the company, consisting of low internal communication efficiency, promotion expenses surpassing budget, promotion schedule out of control, lack of risk assessment and rough analysis. By study the causes of the problems above, it shows that the main reasons for its low promotional efficiency are the extensive management and weak executive force. Owing to promotion with the characteristic of specific result, tangible beginning, end time, and determined budget, besides the current project management theory is relatively mature, modern project management theory is tried to be introduced in company Z's promotion management. In order to exert promotion management more effectively, we make some practical adjustment for Z's organization structure, in accordance with Z's enterprise characteristic and its organization structure feature. It will make departments communication more smooth, promotion plan making more scientific, expenses and schedule more controllable, risks preventable in time, promotion summarization more standard and effective in Z to further enhance its marketing efficiency by project management optimization for Z's promotion management.This article is expected to provide powerful support on standardization, refinement and high efficiency of promotion management for company Z to make contribution to improve its market competitiveness by study on project management for promotion management according to the actual problems in Z's promotion management, and innovatively introduce project management theory.