Research On Project Management Improvement Of Large-Scale Marketing Activities In S Manufacturing Enterprise

With the rapid development of economic globalization,many manufacturing enterprises change their business model to the integration of research,production and marketing,which is completely different from the previous model.In the process of transformation,many manufacturing enterprises hope to promote their products,improve their corporate image and social influence,and show their corporate strength by large-scale marketing activities.Large-scale marketing activities have the characteristics of complexity,synergy,timeliness,uncertainty and so on,and need a high coordination to complete the task.Based on the current characteristics of many manufacturing enterprises,there are many problems in the process of activity management,so the enterprises need to have the ability of organizing large-scale marketing activities in a more orderly manner.By using the modern project management methods and approaches,it’s necessary to study the appropriate management methods to improve the performance of large-scale marketing activities for manufacturing enterprises.According to the demands of carrying out efficient large-scale market promotion activities,this thesis takes a large-scale marketing activity organized by S manufacturing enterprise as the research object,and summarizes the difficulties in previous promotion activities through the company’s annual business meeting.The research status is referred for the concepts and methods for managing the large-scale promotion activities with project management methodology.This thesis elaborates the following three aspects of study and improvement: Firstly,in the aspect of preliminary planning,the objectives of activities are clarified and the organize of the activity is restructured.A reasonable process is rearranged by project schedule management methodology.Using communication management method,make a communication plan for high efficiency,and also predict,analyze and respond to risks by risk management methods for reducing costs.Secondly,for process control,the project schedule control management method is used to control each node of the progress.Service quality gap model analysis tool is used to understand the service quality deviation between customers and enterprises and improve customer satisfaction.Budget management tools are used to control the cost of activity and monitor the execution status in time.Thirdly,performance management methodology is carried out for evaluating the entire activity project,and collecting the lesson learns and experience for the following activities.Based on the proposals above,the improved project management method for large-scale marketing activities was applied to a large-scale marketing activity of model A products as a successful case.By using the method of project management,this thesis studies a new set of managing method tools for large-scale marketing activities control.The output of the research also can be applied to other manufacturing industry cases,and deeply improves the capacity of preparation of large-scale marketing activities holding by the manufacturing enterprises.