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随着知识经济时代的来临,环境的变迁使得企业的营销活动在管理上面临着提高绩效的挑战。本文首先分析了当前营销管理模式中存在的问题和营销活动项目化的发展趋势,然后结合国内外项目管理的最新发展,在企业项目管理的平台上,探讨了项目管理理论在营销管理中的应用。作者主要从管理层面对营销活动提出了新的观点和思路,即营销的项目化管理模式。最后,就基于项目管理视角的营销管理创新过程中的障碍提出了几点对策。
With the advent of the era of knowledge economy, environmental changes make the marketing activities of enterprises face the challenge of improving performance. This article first analyzes the problems existing in the current marketing management mode and the development trend of the marketing activities, and then discusses the application of project management theory in marketing management based on the latest project management development both at home and abroad . The author puts forward new ideas and thoughts on marketing activities mainly from the management level, that is, the marketing project management mode. Finally, some countermeasures are put forward on the obstacles in the process of innovation of marketing management based on the perspective of project management.