With the deepening of economic system reform and the increasingly complex international economic situation, enterprises need to reflect on their own marketing model. So, how to implement marketing in project management?

1 Research and Analysis on the Application of Project Management in Marketing

1 is formulated according to the marketing objectives.

Project management scheme When an enterprise implements a specific project, the first thing to do is to determine what the goal of the project activity is. When the project management method is applied to the marketing process, it is necessary to make a project management plan according to the marketing objectives. Project management scheme is an important basis for making marketing strategy. As the core of enterprise marketing activities, marketing strategy is formulated on the basis of fully understanding the basic market situation, product market share, competitors and future development trend. These in-depth market surveys are carried out according to the purpose of marketing as the preparatory stage of project management, so the goal of marketing is an important basis for making project management plans. First, when making a project management plan, we should have a clear understanding of the marketing objectives of the enterprise, and make a targeted project management plan according to the development trend of the enterprise products in the market and the advantages and disadvantages of competitors. For example, according to the target marketing amount determined by marketing, the project management plan should include product image design, competitor marketing model analysis and competitive strategy, innovative product sales channels and means, stimulating consumer spirit, increasing customer satisfaction with products, etc. It is necessary to make a relatively complete project management plan according to the target turnover. In addition, project management planners and decision makers should also consider the impact of external environment and emergencies on enterprise marketing activities, such as social background, market turmoil, political environment, etc., and formulate marketing emergency plans to ensure the smooth development of marketing activities.

2 clear the rights and responsibilities of marketing project planning

After the completion of the project management plan, it is necessary to implement all the plans and details, divide the powers and responsibilities of all units and departments, and define the project task plan. According to the project management plan, on the basis of full market research, the whole marketing project is divided, and the enterprise marketing plan is divided into specific tasks according to the scope of responsibility and authority. These specific departmental tasks can be refined according to the actual situation. Divide into more accurate task plans. After the task plan is issued, each task is demonstrated according to the results of market research and the characteristics of products to ensure the scientificity and feasibility of every detail. For example, the product pricing task needs to be reasonably demonstrated as an important content in marketing, and the determination and fluctuation range of product prices should be determined according to the basic situation of the market, the consumption level of consumers and the prices of competitors. In order to win the market while ensuring the profits of enterprises, in terms of sales channels, Qi Xin, an excellent sales team, needs to work together to innovate sales methods, open up sales channels and continuously improve the market share of enterprise products. In addition, clarifying the rights and responsibilities of project planning can also urge every employee to perform their duties seriously and form a good development atmosphere for all employees to participate in marketing work.

3. Implement the implementation plan of marketing activities.

After defining the rights and responsibilities of the project plan, enterprises should actively implement the implementation of each project. In the specific implementation process of each small project, it is necessary to timely count, analyze and summarize the sales situation of products in the market, the effectiveness of sales methods, consumer attitudes, sales potential and sales prospects. , and according to the data and information, combined with the actual market, timely adjust the project sales plan. If necessary, it is necessary to reposition and review the products. Sometimes, in order to maintain the corporate image, it is even possible to suspend the sales of the project. For example, in the event of large-scale and intense food safety and hygiene problems, it is necessary to actively cooperate with relevant departments to conduct strict inspections, or consciously fulfill social responsibilities and conduct strict inspections on products to ensure the product quality of enterprises. In addition to the implementation according to the project plan, we must also pay attention to the following two aspects. First, we should learn to delegate power in the process of project implementation. Improve the scope of rights of salespeople fighting in the front line of marketing and give them enough rights, because the market is changing rapidly, competitors' strategies will suddenly change, such as the sudden drop in sales prices of competitors, or the introduction of more favorable policies, or the disruption of sales plans due to unexpected events of force majeure. In this case, salespeople need enough rights to actively take countermeasures according to the preset price fluctuation range, effectively adjust marketing strategies, reposition products and services, reverse the unfavorable situation, and even change the marketing plan, actively change the implementation plan of marketing projects in line with market reality, and improve the competitiveness of enterprises. Secondly, in the process of project implementation, we should formulate flexible sales methods suitable for our own interests according to consumers' preferences and changes in consumers' psychology, which cannot be clearly detailed in the project management plan. In other words, we should look at the uncertain factors in the implementation of the project from a development perspective and take active coping strategies to ensure the interests of enterprises.

4. Estimate the risks in marketing.

There will be certain risks in the implementation of any project. When making the project management plan, we should estimate the possible marketing sub-lines according to the past marketing experience and the present situation of market economy development, and put forward corresponding countermeasures to increase employees' understanding and psychological preparation of marketing risks, so that they will not be in a confused state when they really encounter risks, and can calmly take measures to control and ensure the smooth progress of marketing activities. Minimize the negative impact of risks on enterprises. In particular, it is necessary to conduct a comprehensive and detailed analysis of competitors, because most of the marketing risks come from the changes in competitors' marketing strategies. Therefore, when making marketing project management plans, enterprises should make in-depth analysis based on past experience and recent performance of competitors, and have a clear understanding of various possible competitive strategies. When we encounter competition in marketing activities, we can actively adjust our plans to cope with the competition. For example, after the product is put on the market, competitors will inevitably take certain measures for product quality, sales plan, sales means and preferential plan. , such as common price wars, preferential wars, membership wars, etc. , which is a competitive means that often appears in the marketing process and can even be foreseen. When making marketing project management plans, we should fully consider and deal with them in a planned way.

5. Scientifically evaluate the implementation effect of marketing project management

Scientific evaluation can accumulate experience for enterprises to implement marketing project management, summarize the achievements, existing problems and innovation highlights in marketing project implementation, provide rich practical materials for technological innovation of enterprise marketing project management, and lay a good foundation. Therefore, after the completion of marketing activities, it is necessary to summarize and evaluate the project implementation effect in time. It provides a favorable reference for the development of marketing projects in the future. Scientific project evaluation includes two main contents. On the one hand, evaluate whether the project implementation has achieved the expected goal. Including whether the marketing amount reaches the expectation, whether the satisfaction of consumers is improved, whether the market share of products is improved, whether new market scope is opened up, whether competitors are won in the competition, and so on. On the other hand, we should objectively summarize the project, deeply analyze the problems existing in marketing activities, find out the root causes of the problems, and avoid repeating the same mistakes next time. Affirm the innovation and advantages in project implementation. In a word, scientific marketing project evaluation includes two main aspects: target evaluation and experience teaching summary, which is an important guarantee for enterprises to carry out effective project management and improve the practicability of marketing project management.

6. Actively introduce the three-dimensional model of project management in market research.

Project life cycle theory, project process management theory and project function theory are three important theoretical models and essences of project management science. These three models can provide good market research tools for marketing activities. First, the project life cycle theory reflects the time period of market research, and each market research is completed within a certain period of time, including three stages: start, progress and end. Each stage can be divided into different stages. For example, in the initial stage, it includes asking questions that need to be investigated and planning investigation activities. In the ongoing stage, including trial investigation, large-scale investigation and leak detection investigation. In the final stage, it includes analyzing and summarizing the survey results. Each stage and level has different emphases and characteristics. Secondly, project process management embodies five main links of market research. In the process of market research, starting, planning, execution, control and ending are closely linked, and each link has an important impact on the next link. Finally, project function management is embodied in all stages and process links of market research, and the guiding ideology and investigation work content in each stage and process are different. Moreover, the market investigation function under the scientific thought of project management is different from the traditional market investigation. The marketing function under project management involves not only the traditional fields of manpower, procurement and scope, but also the fields of time, cost, quality, risk and manpower. In the process of market research, it is necessary to scientifically and reasonably allocate the division of labor and responsibilities of these functional areas, do a good job of cooperation among functional areas, decompose work, determine responsibilities, arrange manpower and actively communicate.

Second, the development trend analysis of project management in enterprise marketing

In the past, the traditional marketing model excessively pursued the improvement of market share, ignoring the important influence of consumer demand on marketing activities. The purpose of marketing is to sell the products produced by enterprises to consumers, rather than producing and marketing products that meet the needs of consumers according to their needs. This marketing model and marketing concept can't adapt to the development trend of modern market. It can't meet the requirements of modern social development. The application of project management in marketing is to treat marketing activities as a project, which is the key to determine the correct marketing ideas under the new economic situation. As an innovative way of marketing mode, the application of project management in marketing activities has brought great advantages to the development of enterprises, on the one hand, it has promoted the management mode of enterprises to be more reasonable and standardized. Using project objectives to determine marketing plans can greatly optimize the limited resources of enterprises. Secondly, the project management model contributes to the development of corporate culture, can improve the centripetal force and cohesion of enterprises, and can let every employee participate in corporate marketing activities according to project refinement, which not only lays a good human resource foundation for marketing activities, but also improves employees' sense of belonging and project identity to the enterprise organization. In addition, the high flexibility and sensitivity of project management is conducive to the continuous improvement of enterprise competitiveness. It is precisely because of these advantages that the current marketing project management model has been developed to varying degrees in various enterprises in China. In the future, with the further improvement of market economy and the further development of project management science, the application depth and application mode of project management in marketing will be better utilized and developed, which will promote the better and faster development of enterprises.

Three conclusions

With the deepening of economic system reform and the increasingly complex international economic situation, enterprises need to reflect on their own marketing models and innovate marketing models in combination with market development and consumer demand. As a new practical management discipline, project management plays an active role in marketing with its clear objectives, systematic planning and scientific evaluation. Connecting with the marketing process of enterprises, this paper probes into and analyzes the application of project management in marketing scheme formulation, clear responsibilities, implementation operation, risk prediction and scientific evaluation, etc., which provides an important reference for the practicability of project management in marketing. In the actual operation process of enterprises, we should optimize project management according to our own reality to better serve marketing activities and enterprise development.

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