I 摘要 产品的创新性与创新力是企业在市场竞争中的核心竞争力，只有企业产品 与时俱进，才能满足市场需求的情况下，尽可能多的抢占市场份额，实现长期 稳定的发展。当代市场竞争日渐激烈，企业必须确保产品拥有足够的创新性， 并以最快的速度将新产品推向市场，抢占先机，为自己在相关领域内获得领头 地位奠定基矗不过，当前的产品创新已至瓶颈，人们在难以有所突破的同时， 还必须面对一系列的现实问题，如过高的技术壁垒，资金成本大以及开发周期 过长等。因此企业很难在短时间内推出高度创新的产品，新产品开发也很难取 得相应的成功。所以，新产品的研发对于企业的发展也带着显著的两面性，一， 成功的新产品代表企业将获得全新的利润增长点，企业在市场竞争中的优势将 更加显著；二，研发失败企业将蒙受时间浪费与金钱的损失，企业的发展将陷 入困境。就新产品研发而言，导致其失败的原因很多，简而言之，失败时多种 因素综合影响的结果，如创新度不高，营销失败等。而影响最为显著的还属营 销失败，因此企业必须重视，并加强营销工作的落实与管理；其实，在现代企 业管理中，就新产品展开的营销管理已经成为必不可少的环节，并广受人们关 注。 在本文的研究过程中，引入了项目管理理论方法，并在此前提下，充分考 虑了J公司目前营销管理的客观状况，在其全面研发新品，并需要迅速占领市 场的情况下，对其以营销管理模式为中心展开的改革展开了深入的分析与探讨， 并在这之中渗透了项目管理模式，在这以后，从基础理论出发，探讨了项目管 理模式对该公司未来发展的价值。 本文立足于企业发展之中的实际问题，基于对上述内容的探讨建立了J公 司新品研发项目的管理模式，并结合具体的客户营销过程，验证了其适用性， 证明该模式与J公司目前总体发展战略与营销目标相一致，大大提高了公司的 管理与营销效率，为该公司的发展带来了新鲜血液，同时也指导了烟草垄断型 公司的发展，切实做到了管理上理论与方法的共同提升，明确了企业发展方向， 增加了竞争实力。 关键词：项目管理，项目化管理，新产品营销 Abstract II Abstract Product innovation and innovation power are the core competitiveness of enterprises in the market competition. Only when the products of enterprises keep pace with the times, can they meet the market demand, seize market share as much as possible, and achieve long-term and stable development. With the increasingly fierce market competition, enterprises must ensure that products have enough innovation, and push new products to the market at the fastest speed, seize the opportunity, and lay the foundation for themselves to gain a leading position in related fields. However, the current product innovation has reached the bottleneck, people are difficult to break through, but also have to face a series of practical problems, such as high technical barriers, large capital costs and long development cycle. Therefore, it is difficult for enterprises to launch highly innovative products in a short period of time, and it is also difficult for new product development to achieve corresponding success. Therefore, the R & D of new products also has two sides for the development of enterprises. First, successful new products represent that enterprises will obtain new profit growth points, and the advantages of enterprises in the market competition will be more significant; second, the enterprises that fail in R & D will suffer the loss of time and money, and the development of enterprises will be in trouble. In terms of new product R & D, there are many reasons for its failure. In short, the failure is the result of comprehensive influence of many factors, such as low innovation, marketing failure and so on. The most significant influence is marketing failure, so enterprises must pay attention to and strengthen the implementation and management of marketing work. In fact, in modern enterprise management, marketing management on new products has become an essential link, and is widely concerned by people. In the research process of this paper, the theory and method of project management are introduced, and on this premise, the objective situation of marketing management of J company is fully considered. Under the condition that it develops new products in an all-round way and needs to occupy the market rapidly, Abstract III the reform centered on marketing management mode is deeply analyzed and discussed, and the project management mode is permeated in it. After that, based on the basic theory, this paper discusses the value of project management mode to the future development of the company. Based on the actual problems in the development of the enterprise, this paper establishes the management mode of new product R & D project of J company based on the discussion of the above contents, and verifies its applicability in combination with the specific customer marketing process, which proves that the mode is consistent with the current overall development strategy and marketing objectives of J company, greatly improves the management and marketing efficiency of the company, and brings about the development of the company. It not only provides fresh blood, but also guides the development of tobacco monopoly companies, practically improves the theory and method of management, clarifies the development direction of enterprises, and increases the competitive strength. KEYWOED：Project management, New product marketing 目录 IV 目 录 第1章绪论 ........................................................................................................... 1 1.1选题背景 ....................................................................................................... 1 1.2选题意义 ....................................................................................................... 2 1.3国内外研究现状 ........................................................................................... 3 1.3.1国外研究现状 ........................................................................................ 3 1.3.2国内研究现状 ........................................................................................ 5 1.4研究思路和研究方法 ................................................................................... 6 1.4.1基本思路 ................................................................................................ 6 1.4.2研究方法 ................................................................................................ 6 第2章研究理论综述 ............................................................................................. 8 2.1 营销理论 ...................................................................................................... 8 2.1.1营销的概念 ............................................................................................ 8 2.1.2营销策略的含义 .................................................................................... 9 2.1.3现代营销理论的发展 ............................................................................ 9 2.2项目管理理论 ............................................................................................. 11 2.2.1项目的概念及特点 .............................................................................. 11 2.2.2项目管理的概念及特点 ...................................................................... 11 2.3项目化营销理论 ......................................................................................... 12 2.3.1项目化营销的内涵 .............................................................................. 12 2.3.2项目营销管理模式的结构 .................................................................. 13 2.3.4项目营销管理的优势 .......................................................................... 13 第3章J公司营销管理现状分析 ....................................................................... 16 3.1 J公司简介 .................................................................................................. 16 3.1.1 公司发展沿革 ..................................................................................... 16 3.1.2 J公司营销环境 ................................................................................... 16 3.1.3 J公司近年经营情况 ........................................................................... 17 3.2 公司现行营销管理模式 ...........................................................