论文部分内容阅读
通过对Z公司促销管理现状的研究,将其存在的问题及产生的原因进行了剖析,研究表明,Z公司在促销管理中存在管理方式粗放和执行力不强两大突出问题。由于促销具备项目“具体的结果、明确的开始与结束时间、既定的预算”等特点,借鉴当前成熟有效的项目管理理论,提出在Z公司的促销管理中引入项目管理理念和方法。通过对Z公司促销管理的项目管理化,Z公司在促销管理中沟通更加顺畅、促销计划制定更加科学、费用和进度变得可控、风险能够及时防范、促销总结更加规范有效,进一步提升了Z公司的促销管理水平。
Through the research on the status quo of the promotion and management of Z Company, the existing problems and their causes are analyzed. The research shows that there are two prominent problems in the promotion management of Z Company, such as extensive management style and weak executive power. Because promotion has the characteristics of project “specific result, definite start and end time, established budget ” and so on, we draw lessons from the current mature and effective project management theory and put forward the concept and method of project management in Z company’s promotion management. Through the project management of Z company’s promotion management, Z company communicated more fluently in promotion management, the promotion planning was more scientific, the cost and schedule became controllable, the risk could be prevented timely, the promotion summary was more standard and effective, and the Z The company’s promotion management level.