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本文综合分析组织营销、团队营销、大客户营销、工业品营销等国内现有理论的共性,创新应用项目管理三角形理论作为营销的目标约束,项目管理的生命周期理论结合客户采购流程作为营销进度(周期、过程)管理的依据,将项目管理要素具体化为营销管理要素,构建了一个项目式营销的基本管理和应用的体系。对于传统权威的组织营销理论是一种细化的、实践性的补充,将业已成熟的项目管理体系应用于该特定营销领域,也避免了目前该领域里各种理论重复构建所可能带来的混乱。
This article synthetically analyzes the commonness of domestic existing theories such as organization marketing, team marketing, big client marketing and industrial product marketing, innovates and applies the triangle theory of project management as the target constraint of marketing, and the lifecycle theory of project management combines the customer purchasing process as the marketing progress Cycle, process) management basis, the project management elements into the marketing management elements, to build a project-based marketing management and application of the basic system. For traditional authoritative organization marketing theory is a refinement, practical supplement, the mature project management system applied to the specific field of marketing, but also to avoid the current theory in the field of repeated construction may bring confusion.