企业品牌传播中的项目化管控探析

• 作 者: 牛国栋
• 机 构: 南方电网传媒有限公司,
• 出 处: 中国电力企业管理
• 发表日期: 2016年36期
• 关键词: 企业品牌传播 传播成本 项目管理 指标体系 效果评价 数量指标 项目化 边际成本 项目进度计划 投入产出分析

企业品牌传播和所有的项目一样,都期望以尽量少的投入获得尽量多的产出。结合项目管理的思路,针对品牌传播工作在过程和成效上难以完全量化的特点,设计专门的指标体系,制订专门的过程管控策略及效果评价体系,有利于更好地管控品牌传播成本,提高工作效率,提升传播效果。

Corporate Branding, like all other projects, is expected to get as much output as possible with as little input as possible. According to the idea of ​​project management, it is difficult to fully quantify the brand communication process in the process and the effectiveness. It also designs a special index system and formulates a special process control strategy and effect evaluation system, which helps to better control the brand communication cost and improve the work Efficiency, enhance communication effectiveness.