The Reawarch Of Inventory Customer Retention Activities Project In P,Mobile

In order to actively respond to the national call of "speeding up and lowering fees",give further play to the positive role of state-owned communication enterprises in promoting national economic growth,promote the in-depth development of "Internet +",accelerate the growth of digital economy,and bring real sense of gain to the people.Since May 17,2015,China mobile has implemented multiple rounds of measures to speed up and reduce the cost.It has continuously lowered the cost package,voice unit price,data unit price and broadband package,and has successively launched the long-universal integration package and the unlimited national data package.The differences between the three operators in the cost package have been further narrowed.In addition,in order to encourage private capital to enter the communication operation field to increase market competition vitality,the ministry of industry and information technology issued the virtual operator license and introduced the virtual operator to carry out mobile business resale cooperation.Based on the above factors,the competition in the communication industry is becoming increasingly fierce,and the high saturation of the market forces the operators to switch from the pure new market to the existing market.For China mobile,which has a dominant market share,to keep a good stock is the largest increment,and to keep the stock market is the most core work before the implementation of the network.However,due to the organization model and Operation management mode of state-owned communication enterprises,many problems have arisen in the course of project execution in various major marketing activities at present,such as: lack of systematic planning and design of marketing activities,lack of overall control and management,resulting in the goal of marketing activities not up to expectations,resulting in serious mismatch between earnings and inputs.Project management is the application of knowledge,technology,skills,and methods to every activity of the project,and to meet the final needs of the project,so that the project can achieve or exceed the target expectations to a certain extent.The method used in project management,all activities are target and customer oriented,so project management is universal.Applying the project management knowledge system to the organization and management of the stock customer retention activities of the communication operator can solve the traditional management mode of the marketing activities based on the functional organization,help the enterprise to mobilize the resources effectively,carry on the process control,and reach the marketing goal in time.Based on the analysis of marketing management theory and project management theory,this paper carries out the project management research of P City Mobile stock customer retention activity.Firstly,this paper investigates the present situation of mobile business development and marketing management in P City,analyzes the existing problems and causes,and puts forward the necessity and feasibility of project management of stock retention activities.Secondly,using the project management principle of five process groups and nine knowledge systems of project management,the process group of starting,planning,executing,monitoring and closing of mobile stock ownership activities in P City is redesigned,and a retention scheme based on the practical perspective of project management theory is put forward.Finally,combining with the project operation of P City Mobile stock customer retention activities,this paper further expounds the application of project management in the marketing activities of traditional communication companies,refines the marketing operation system based on the project management system,and expounds the guiding significance of the project management Knowledge system to the market operation activities.