The Research Of 7^th “Miguhui” Mobile Music Marketing Project: A Project Management Perspective

Wireless music service is one of the most important value added services provided by China Mobile Communication Corporation(CMCC). Wireless music services have been developed rapidly because of high penetration of smart mobile devices and high speed mobile network. However, after high rate growth, this developing model has been gradually emerging out of the bottleneck. So how to improve the efficiency of marketing is very critical, and project management is needed. “Miguhui” is the most important marketing event of CMCC to promote wireless music services.In this paper, case study on the ”Miguhui” is conducted from project management perspective. The result shows that it’s important to introduce project management into campus marketing. According to the execution procedure of PMBOK, A study framework is built. Based on the study framework, this paper discusses the procedure of project management in “Miguhui”, especially on domains including: general management, time management, HR management, risk management and procurement management.This paper has verified the importance of project management application to improving marketing project management efficiency. It can provide a clear start point to CMCC to improve their management skill in future promotion event, and provide a reference to other industries which have similar requirement.