奥运前北京移动市场营销项目的范围管理研究项目管理专业论文.docxVIP

SCoPE SCoPE MANAGEMENT IN oLYMPIC MARKWTING PROJECT ABSTRACT In modem 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 proj ect 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 the high—penetration market environment．From the study, we derived some valuable and constructive suggestion to the Beij ing 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 proj ect management． Targeting to improve the effectiveness of proj ect 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 proj ect scope management model，and its implementation in the marketing management．Analogy Method mainly represents the essential analysis of effective marketing scope identific