【作者】 杨位钢；

【导师】 唐守廉；

【作者基本信息】 北京邮电大学 ， 项目管理， 2008， 硕士

【摘要】 在知识型企业中,人是企业最重要的核心资产,成为决定企业核心竞争力最根本的要素。在企业发展过程中,对消费者的管理程度远少于对企业员工的管理。从项目管理的层面,研究如何有效管理与用户密切相关的各项经济活动,更是少见。通信业和IT业近年来发展势头迅猛,市场呈现出高渗透、高饱和的特点。如何在高渗透、高饱和的市场条件下,保证企业在竞争中立于不败之地,需要仔细审视现有市场环境并制定出高渗透率市场环境下的企业战略。为此,本文从项目管理中范围管理的角度,研究了如何有效管理针对不同用户的营销策略。基于高渗透市场的一般特点,提出影响市场营销的四个因素:从用户范围管理、产品范围管理、服务范围管理、促销活动范围管理等方面,结合北京移动的奥运市场营销方案,分析了高渗透率环境下企业营销中的范围管理的特点与方法,并提出了一些建设性的建议,这对企业的发展有着重要的意义。论文研究采用了理论演绎法和类推法。理论演绎法表现在对项目范围管理一般模型的发展上。项目范围管理是项目管理的核心,也是基础,被大量用于项目管理的研究。由于范围管理的目的是为了提高项目管理的有效性,本文选用影响范围管理的因素作为分析框架,结合管理过程,详细分析了项目范围管理链接关系模型,在企业营销项目管理中的地位和作用。类推法集中表现在用影响有效范围划分的要素对市场营销中范围管理的分析。由于北京移动的奥运市场营销方案的范围规划较为成功,本文在提出项目范围管理的建议时借鉴了北京移动的成功经验。更多还原

【Abstract】 In modern knowledge-based enterprise, employees are the most important core-treasure, which is the key factor in the enterprise’s core competency. During the development of the company’s development, the management of customer is far less than the management of internal employee. From the point of project management, the study of how to effectively manage the various activities related to the customers is even less.In recent years, the telecommunication and IT industries grows fast and the market become high penetrated. In such a high-penetration market environment, it is necessary to carefully design the corporate strategy to keep the company’s competitiveness.In the thesis, we study the marketing strategy targeting various kinds of customers from the point of scope management in the topic of project management. Based on the features of high-penetration market, we studied the four factors related to the marketing effectiveness: customer scope, product scope, service scope, and promotion scope. Taking example of Beijing Mobile Olympic marketing, we analyzed the characteristics and corresponding methodologies of the scope management in the high-penetration market environment. From the study, we derived some valuable and constructive suggestion to the Beijing mobile Olympic marketing.This study is using Theory deductive method and Analogy method for the investigation. Theory deductive method represents the general way of development in scope management. The scope management is the core and base of project management. Targeting to improve the effectiveness of project management, we designed the analysis framework with the key factors highly related to the scope management. Combining with the management process, we carefully studied the project scope management model, and its implementation in the marketing management. Analogy Method mainly represents the essential analysis of effective marketing scope identification. The strategic suggestion for project scope management will be based on the good example of effective Olympic marketing in Beijing mobile.更多还原