Optimization Research On Marketing Project Management Based WBS By Communication Center Of Central South University

In recent years, the communication market in colleges and universities develops rapidly and market competition is increasingly fierce, the traditional marketing management model can’t solve the existing problems smoothly. Project management is an effective way for marketing management. So using project management to improve the effect of marketing activities of the communication operators is imminent. But there aren’t any researches about project management of communication market in colleges and universities. As one of the largest universities in Hunan, Central South University(CSU) is an important market for communication operators in Changsha. Communication market of CSU set a typical example and leads the development of the communication market in Changsha. To study the communication marketing using program management in CSU can provide beneficial reference for other colleges and universities.Firstly, this paper presents a literature review about project management with emphasis on the study of the structural and process model of Work Breakdown Structure. Secondly, it investigates the current situation of the market management of Communication Center in CSU and has found out the existing problems and their causes. Based on the analysis, it designed the marketing program WBS for Communication Center in CSU by the WBS technology combined "top-down","left-right","split-gathering" and "deep refinement". A marketing project management model was further built from organization model and process model for Communication Center of CSU. Finally, direction and methods of project implementation and control were provided for Communication Center of CSU.The results show that based on the WBS technology combined among "top-down","left-right","split-gathering" and "deep refinement", the communication marketing program management will be effective. Firstly, it will provide an effective marketing organization system with good management and rapid communication and decision-making. Secondly, the duty and scope of work of the participants will be clear through the marketing project work breakdown structure. Thirdly, detailed cost budget in the process of project work breakdown will be provided which helpful to marketing project cost control.