Research On Marketing Management Project Of HM Company

In the daily management of enterprises,the role of project management as an important management means has become more and more important.The scope of project management is not limited to a single project or construction industry,but has been extended to the continuous management activities of non-project management companies to achieve corporate marketing goals.In this case,the theoretical knowledge system of project management is further integrated with the actual situation of enterprise marketing management,and the enterprise marketing work is managed according to the model of project management,thus improving the marketing level of the enterprise,enhancing market competitiveness,and expanding market share.Create more value for employees and shareholders,make enterprises stand out in the increasingly fierce market competition and become the benchmark of the industry.HM Company,as a traditional state-owned military enterprise with a history of 60 years,although it was restructured into a joint-stock system in 2000,the marketing model is more traditional and has many criticisms.It has already shown fatigue in the increasingly fierce market competition.The problem of insufficient stamina,Has severely restricted the company's future development speed.This paper adopts the method of theoretical and practical argumentation.Firstly,it analyzes a series of problems existing in the existing organizational structure of HM Company and puts forward the necessity of implementing project-based marketing management,and then analyzes the existing product structure of HM Company and the actual needs of users.The feasibility of implementing the project marketing management is put forward.Through comparative analysis of the advantages and disadvantages of various organizational structures,the company finally chose a matrix organizational structure with more competitive advantages and carried out organizational transformation reconstruction.According to the new organizational structure,the responsibility matrix of marketing management is established to clarify the responsibilities and division of labor,and a project evaluation mechanism is established to classify and evaluate marketing activities to determine whether project management is required.After completing the marketing project establishment work,establish the project establishment table according to the project management method,and decompose the WBS work structure of the project to clarify the work tasks and responsibilities.In the process of marketing project implementation,the project schedule,project cost,project quality,project risk and other indicators are effectively controlled to ensure the normal implementation and closure of the project.After the company's marketing management project was transformed into a marketing case of a connector product on a radar project at Q,the marketing management idea of HM's project was used to evaluate the marketing project.Through project initiation,planning,implementation and control,and closing,it is concluded that HM's marketing management project is effective and successful.The project-based marketing management will lay a scientific theoretical foundation for the continued development of HM company in the future,and it will also provide effective operating methods for HM company to win in a fierce market competition environment.Finally,it is hoped that this article can be used as a reference for companies such as HM companies in marketing management activities to provide a certain reference meaning and practical reference value.