Sample Articles of Marketing Graduation Design Thesis 1
Analysis of project management measures of enterprise marketing activities
Abstract: In recent years, with the continuous maturity and development of China's market economy, the traditional marketing concept has been unable to meet the relevant requirements of modern enterprise management at this stage. Therefore, how to improve the management level of enterprises on the basis of improving and innovating marketing concepts has become an important topic for the further development of modern enterprises. Aiming at some problems existing in marketing activities of enterprises, this paper makes a detailed exploration and discussion on how to carry out project management in marketing.
[Keywords:] enterprise marketing project management research and discussion
At present, the marketing activities of enterprises are based on project management. Under the changeable market economy conditions, in order to satisfy consumers' purchasing desire and consumption demand, the established goals of enterprises are realized by producing and exchanging commodities, the overall economic profit of enterprises is improved, and enterprise management is strengthened. Generally speaking, the marketing activities of enterprises are guided by specific marketing concepts, so correct and scientific marketing concepts play a vital role in the marketing activities of enterprises.
First, the basic idea of project management
Enterprises should flexibly use the basic ideas of project management in marketing activities to guide enterprises to carry out marketing activities. The business philosophy of an enterprise has gone through a long period, from the initial production concept to the product concept, to the promotion concept, and finally to the marketing concept. The most familiar one is the 4PS marketing strategy, which is regarded as the classic of marketing theory. However, with the continuous development and progress of society, the marketing concept of enterprises should be gradually changed and innovated with the progress of society. In addition, applying project management to enterprise marketing can better promote the systematization and scientificity of marketing. At the same time, with the continuous development and progress of society, it also promotes the reform and innovation of project management ideas. In the past, when enterprises applied project management, they simply focused on the implementation of enterprise projects, ignoring the management and control of the whole process. At present, the basic idea of project management is to apply project management to the American links of enterprise management and operation, such as human resource management, strategic decision management, market management, quality management and so on.
At present, the marketing activities of enterprises mostly contain many project characteristics, which further promotes the project management of enterprises in marketing activities. First of all, the marketing activities of enterprises have the basic characteristics of project dynamics. The project is an unfinished or completing task, and the marketing activity of the enterprise is also a dynamic process with no end. Secondly, the project is to complete the limited tasks within the specified time, and the marketing activities of the enterprise are also based on certain limited resources, and the established marketing tasks of the enterprise are completed under the constraints of many factors. Therefore, applying the idea of project management to enterprise marketing activities can effectively improve the marketing effect and efficiency of enterprises.
Second, the project management of marketing activities
The so-called project management of enterprise marketing means that enterprises regard the established marketing objectives as a project in the marketing process. Then according to the basic idea of project management, the project is effectively decomposed and divided, and finally the project is managed by professional and systematic management methods. Generally speaking, it can be divided into three stages:
1. Marketing project organization
At present, many business operators often ignore the relevant market factors when marketing a product, which eventually leads to poor economic benefits of enterprises. The application of the basic idea of project management in enterprise product marketing can help enterprises to systematically analyze and study product marketing activities from a global perspective. In the marketing process of enterprise products, the first thing to do is to make clear the marketing goals and objectives of the enterprise, and carefully analyze and study the overall strategic intention of the enterprise; Secondly, we should divide the current market carefully according to certain standards, determine the target market suitable for our own enterprise products, and at the same time clarify the specific process and stage tasks of entering the target market. In addition, we should do a good job in the investigation and research of the target market.
2. Marketing project plan
(1) Formulate a reasonable marketing strategy.
Enterprises should systematically count and classify the survey results and data of pre-projects and markets according to certain standards and processes, sort out, summarize and summarize all kinds of information data and materials investigated, conduct SWOT analysis and testing, and finally generate a written survey report. In addition, by optimizing the product mix, making clear the target market, understanding and mastering the consumer demand, making scientific and reasonable product prices, and building a high-quality sales team, making product budgets, we can promote the product sales of enterprises.
(2) the corresponding decomposition of marketing tasks
In the basic idea of project management, more attention is paid to increasing the interconnection between organizational departments within the enterprise. After defining the marketing policy, enterprises need to assign tasks to different staff according to the different responsibilities and authorities of various organizational departments within the enterprise. In addition, in the marketing activities of enterprises, in order to ensure mutual coordination and cooperation, communication and the feasibility of the implementation of enterprise project plans, relevant personnel should accurately and reasonably evaluate and judge the manpower, material resources and time needed to complete each task.
3. Development and implementation of project marketing
The implementation and development of project marketing should start from the product stage of the enterprise. Because there is often a big difference between theory and practice, enterprise managers need to adjust and improve the investigation report according to the problems and defects in the actual implementation of the project. If the market vacancy is found during the project implementation, the enterprise can develop new products according to the specific conditions of the new market. At the same time, after the enterprise has defined the development strategy of new products, the relevant departments should also formulate scientific and reasonable product prices according to the actual situation of the market.
4. Risk management
At present, the market is changing rapidly, so enterprises should do a good job in forecasting and managing the potential risks in the market during the project development and implementation. In addition, enterprises should regularly monitor and manage the specific process of project implementation in real time and effectively, and make corresponding comparison with market performance and project expectation. Once the deviation is found, effective measures should be taken immediately to adjust or improve it.
Third, the specific effect of enterprise project management
1. improves the management level of enterprises.
By applying the basic idea of project management in marketing activities, enterprises have effectively improved their management level to a certain extent. At present, there are still many enterprises in China that have the problems of simple division of functional departments and vague rights and responsibilities between departments. By applying the basic idea of project management, the phenomenon of clear boundaries and vague responsibilities among functional departments within the enterprise has been gradually broken, and the overall internal operation structure has been built into an efficient and high-profit matrix structure. In addition, in the process of enterprise marketing, due to the participation and cooperation of different organizations and institutions, the marketing manager gradually becomes the project manager, which makes the participants of enterprise projects not need to report to the project manager or department manager separately at the same time when carrying out and implementing the project, effectively reducing the possibility of friction between organizations and departments, reducing the operating cost of enterprises in the product marketing process, improving the efficiency of enterprises in using human resources to a certain extent, and also improving the project participants.
2. Changed the marketing concept of the enterprise.
The application of project management in marketing activities helps enterprises to change their original marketing concepts. The basic idea of project management pays more attention to the cooperation and communication between departments, which is very different from the traditional enterprise marketing concept. Moreover, through the application of project management in marketing activities, various organizations within the enterprise, such as financial department, production department, R&D department, etc., can effectively participate in the product marketing activities of the whole enterprise, which invisibly changes the marketing concept of enterprise participants.
3. Improve the internal culture of the enterprise.
When an enterprise implements and carries out project management, it is a long process from the initial formulation to the completion of the project. In this long process, all organizational departments, participants and even senior leaders in the enterprise will communicate with each other in order to complete the project, which effectively solves the problem of lack of communication between departments in the traditional mode, is conducive to enhancing the team consciousness within the enterprise, and also promotes the continuous innovation of corporate culture to a certain extent, thus realizing the overall improvement of corporate culture.
Fourth, summary.
At present, the marketing activities of enterprises are based on project management. Under the changeable market economy conditions, in order to satisfy consumers' purchasing desire and consumption demand, the established goals of enterprises are realized by producing and exchanging commodities, the overall economic profit of enterprises is improved, and enterprise management is strengthened.
References:
[1] Hu. Project management of enterprise marketing activities [J]. Sci-tech Innovation Herald.2008 (17)
[2] Ji Hong. Enterprise marketing activities based on project management [J]. Modern Commerce .2009 (20)
[3] Wang Lina. Research and Practice of Enterprise Marketing Project Management [J]. Sci-tech Information (Scientific Research) .2007 (14)
[4] Ou Xiaohua, Shine Wong. Research on project management of enterprise marketing activities [J]. Journal of Industrial Engineering and Engineering Management .2009 (S1)
[5] Zhang Junqing. Research on the Application of Project Management in Marketing Activities [J]. Heilongjiang Science and Technology Information.2008 2008 (10/0)
Example 2 of Marketing Graduation Design Thesis
On the transformation and choice of enterprise marketing strategy
I. Introduction
In the increasingly fierce modern market competition environment, the market environment faced by most enterprises has changed from seller's market to buyer's market. It has become a long-term problem that all enterprises must think deeply at the beginning of their establishment to win market recognition and gain room for survival and development through modern enterprise marketing strategies. Especially in the background of modern globalization, informationization and networking, how to combine the characteristics of products in our own industry and modern information and communication technology to carry out the reform and innovation of marketing strategy is the key to win the tough battle of enterprise production and development. However, at present, many business operators do not know enough about the importance of enterprise marketing, and carry out business activities with traditional production concepts and promotion concepts, which is the root of more and more enterprises with excellent products entering the production and operation dilemma. Therefore, modern enterprises must combine the characteristics of the industry and the actual situation of the industry, establish a good marketing management strategy, and make their products recognized by customers in the market.
Second, the necessity of enterprise marketing
Enterprise marketing means that enterprises organize production according to market demand and sell their products to customers in need through certain means. Since the appearance of commodities, the marketing of products by enterprises (workshops) has always existed, especially with the improvement of market economic system and the increasingly fierce market competition, the influence of enterprise marketing on the market share of enterprises' products is becoming more and more obvious.
First of all, at present, most enterprises, especially small and medium-sized enterprises, belong to decentralized industries, and the basic feature of the market structure of decentralized industries is constantly swinging between perfect competition and monopoly competition. For small and medium-sized enterprises, the innovation and application of marketing strategy has become the key to grasp the initiative of market competition and expand product share.
Secondly, with the further deepening of the market and the maturity of consumer culture and concepts, the characteristics of personalized and segmented market demand are constantly emerging, and the asymmetry of market information is more obvious. Modern enterprises can gain broader development space in the personalized and segmented market, but it also requires enterprises to conduct in-depth research and marketing on the target market, so as to transmit product information to target customers in different fields.
Thirdly, compared with other market products, most enterprise products do not have completely unique advantages, and enterprises also have various problems in capital chain, scientific research investment, talent workplace and policy support. The lack of enterprise's own funds leads to weak innovation and development, and in more cases, it can only rely on the market share of products to achieve enterprise development. Therefore, in order to make enterprise products stand out in the fierce competition market and gain greater market share, it is necessary to use superb marketing strategies to attract target customers.
Third, the transformation and choice of marketing strategy
The ways and forms of enterprise marketing are different due to different countries and regions, different cultural backgrounds and different development. Under the condition of modern market economy, it is mainly necessary to grasp various important links such as market segmentation, product pricing, channel management and enterprise communication through the analysis of different influencing factors and the management of their own products and brands, and formulate personalized, rapid response and global marketing strategies.
Personalized strategy
With the in-depth development of market economy and the increasingly fierce market competition, there are fewer and fewer blank markets, but this also makes the market have obvious characteristics of segmentation and personalization. On the one hand, the entry threshold for new enterprises and new products is getting higher and higher, but on the other hand, new enterprises and new products can see their own personalized needs in the case of * * * demand. If we can grasp the personalized demand of the market and carry out targeted marketing, we can realize the possession of the market by enterprises and products. Therefore, the priority strategy of enterprise marketing should grasp the trend of market individualization and segmentation presented by the continuous development and improvement of consumer culture and consumer concepts, turn our attention from the whole market and huge target population to the particularity of consumer demand, deepen the research on consumer demand for personalized products, and seize the special and suitable target market to carry out targeted personalized marketing. Personalized marketing is to provide products or services according to the needs of individual consumers or sub-groups under the new market conditions. Although the market segment under this condition is not large, it does not mean that the purchasing power of consumers is declining. On the contrary, due to the particularity of the target market, enterprises can prevent other products from entering by increasing consumers' stickiness to products, thus maintaining their unique advantages in this market segment.
Rapid response strategy
The relationship between market and other social factors is inseparable. Under modern conditions, a remarkable feature is the rapid development of information technology, network technology and communication technology. These impacts on the market are also explosive, including the explosive information dissemination and the explosive market changes. The original marketing system must adapt to this explosive change. In particular, the requirement of quick response should be the top priority of marketing organization and system construction, to ensure that enterprises can quickly transmit product information to target customers, to ensure that enterprises can quickly respond to market changes, to maintain close and smooth communication between departments, and to respond to market changes in a timely and rapid manner. At the same time, under the condition of informationization, the changes of consumer behavior and competitors' reactions are also rapid. Enterprises must keep their products updated at a faster speed and bring them to the market quickly, which makes the original three-dimensional marketing structure of enterprises, including product departments, distribution departments, advertising departments and public relations departments, change into a network organization, and respond to the market actively and quickly with a streamlined, flexible and interactive efficient marketing system.
(c) Global strategy
With the integration of Internet and global economy, market barriers has been ruthlessly broken, and more and more enterprises and products have to face the competition from the international environment. Especially with the maturity of the pilot experience of China-Shanghai Free Trade Zone, there will be more and more free trade zones in China, and the abbreviation of Asia-Pacific Free Trade Zone advocated by ASEAN, the threshold and conditions for foreign investment and products in China will be lower and lower. In addition to the competition from domestic enterprises, enterprises will also face challenges from competitors with strong competitiveness from different countries. Under this condition, we must re-examine, adjust and improve the marketing concept, system and strategy from the international and global perspectives, so as to effectively deal with many challenges from domestic and foreign markets and win market opportunities. Global strategy should not only pay attention to the global market, but also examine its own products to ensure its own advantages. The more simplified and humanized products can be popularized, so enterprises should strengthen technical support and after-sales service on the basis of strengthening quality management to help consumers overcome their fear of new products. For new technology products, it is more important to show the characteristics of simplicity, ease of use and efficiency in marketing, as well as the personalized characteristics different from other similar products. At the same time, we should strengthen the shaping of brand image. Products have a cycle, long life, good public relations and brand awareness can win opportunities for enterprises to promote new products.
Four. Concluding remarks
In the face of fierce market competition and rapidly changing market structure, enterprises must combine their own product characteristics, formulate and innovate personalized and quick-response marketing strategies, seize appropriate opportunities in the rapidly changing market, realize the advantages of products in market competition with scientific and effective marketing means, and make enterprises grow and develop under the conditions of market economy.
References:
[1] Xu. On the Marketing Strategy of Small and Medium-sized Enterprises [J]. Modern Marketing (Academic Edition) .20438+00 (06).
[2] Jackie Chan. Reform and innovation of enterprise marketing mode from the perspective of experience economy [J]. Business Times.2012 (10).
[3] Xiao Peng. Marketing strategy of modern enterprises [J]. Chinese and foreign entrepreneurs.2013 (04).
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