Research On The Project Management Of Sales Promotion Activities

Project management is a branch of the discipline of modern management, it applies management knowledge, techniques and methods to project management. With the popularity of the knowledge of the project management system, it is widely applied to large and small management activities of all kinds. with an expression of "without project". Predecessors have explored the combination operation of marketing and project management knowledge, this paper focuses on the selection marketing in the specific promotional activities as the object of study, thus to explain the use of project management knowledge in the promotional activities.With China’s economical and social development, the continuous improvement of people’s living standards, people’s requirements have been improved towards food, cothes, materials and veichles, which all need to be green and healthy. Based on the security, edible oil is need to be "quality, nutrition, health, convenience" as a daily necessity. With the increasing opening of the market, edible oil has changed from the seller’s market to the buyer’s market, and the demands for products of the buyer’s determines the relationship between supply and demand to a great extent. With a certain quantity of edible oil in Guangxi market, local brands and foreign brands continue to enter in the open market, intensifying product competition. In order to improve the product sales to expand market share, the manufacturers do various promoting activities in festivals and holidays to advertise their brands and promote product sales. This paper will take A company’s "manufacturers week" promotional activities as an example, analyze the promotional activities, discusse the existing problems of the company’s original sales management mode. These problems are mainly reflected in the management science, the division of tasks is not close, the insufficient of cost budget based experience and communication etc.. Aiming at solving these problems, this paper puts forward the promotion project management mode. Using project management knowledge system to analyze promotional activities project from three points of communication management, schedule management and cost management, then using project management method to decompose the task into WBS and assigned them to the individual, controlling by a network diagram to find the critical path. making the formulation of the three modules of the schedule and controlling it in the project operation process, thus to achieve efficient management of finishing the sales promotion project tasks and achieving the goals.