Propject Management Research In The Marketing Of Seismic Mitigation And Isolation Products For Hongkong–zhuhai- Macau Bridge

Hongkong-zhuhai-macao bridge is a worldwide engineering project, which is to built by mainland of China, hongkong and macao. It takes the worldwide and public bidding, and international construction management standards and procedures. The extensive and intense marketing competition make the company have to take a competitive strategy which conforms to enterprise actual to win the marketing project. Therefore, this paper introduces the project management body of knowledge to industrial marketing, carries out comprehensive seismic mitigation and isolation product marketing strategy analysis. At the same time, it is a project marketing management piloting, research and application for the company.The characteristics of hongkong-zhuhai-macao bridge project are firstly analyzed. On the basis of analysis on the industry environment and situation of company, the internal and external factors affecting the seismic mitigation and isolation product project marketing are identified. An appropriate marketing strategy is a key to the success of the project marketing. Then, the project requirements and scope are established through the project scope management knowledge. The task of project marketing is analyzed with the WBS tool. Through the analysis on project customer demand, procurement process, SWOT and decision tree, the SWOT matrix of seismic mitigation and isolation product project marketing is developed. The overall marketing strategy is developed, along with the identification of major milestone events, the relationship among various work packages. Afterwards, the gant chart is formulated to assist the control of project schedule. Finally, based on the project management body of knowledge, the project stakeholders are identified, along with the risk identification, risk analysis and development of risk management strategies.The study indicated that the accurate project decision in earlier stage and identification of project stakeholders, the fine project communication and schedule control, and the effective project risk management are crucial to the success of seismic mitigation and isolation product project marketing. At the same time, the successful application of project management body of knowledge, e.g. WBS, SWOT analysis, project communication management, project time management and risk management, provides a valuable reference for future project marketing management in the company.