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The Management Research Analysis of KDC Group Marketing Center

Author: FanHuiLing
Tutor: YangJianHui
School: South China University of Technology
Course: Business Administration
Keywords: Marketing management Marketing diagnosis project management Groupmanagement control real estate industry
CLC: F274
Type: Master's thesis
Year: 2012
Downloads: 112
Quote: 0
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Abstract


Objective analysis of the status of the KDC Group Marketing Center, rigorous diagnosisusing the scientific method and found that the problems, on this basis we use the theory andmethods of scientific management and consider objective factors, such as enterprises in whichthe industry characteristics and internal environment, to work out a feasible and effectivesolutions.The authors are now employed in the marketing center of the KDC Group, it is one of thefour core departments of the real estate development companies, it is a very importantdepartment of the docking of market information and to achieve sales targets.The mainfunctions of this department is the management and monitoring of the key links of12projectsin seven cities, such as sales targets, progress and quality, marketing costs, customerrelationship, the key indicators of performance appraisal.This department was establishedonly a short time, so it is still in the lack of scientific management methods and the lack ofeffective and feasible mode of operation, therefore this department does not workeffectively.The company must clarify management mode of this department, expect thisdepartment to play an important role for the scientific management and business strategy ofthe KDC Group.This paper describes the concept of marketing management that is managed by project,the proposed mode of combining project management and marketing management, projectmanagement theories, methods, technologies to maximize the use of marketing in order toachieve these marketing management objectives such as smooth process, a controlledprocess, a clear responsibility, quantifiable indicators, and ultimately solve the problems ofthe KDC Group Marketing Center to enhance the core competitiveness of enterprises.This paper has four parts: The first part is an introduction, describes the diagnosticbackground, diagnostic targets, the framework of ideas; the second part is situation analysis,describes the industry background and the status of KCD Group, provides the basic data forthe enterprise diagnosis; the third part is diagnosis analysis,using relevant theory diagnosethe problem of the KDC Group and marketing center; the fourth part is to design Managementsolution, according to the diagnostic conclusions and goals, combined with the idea of theproject marketing management to work out a feasible and effective solutions.In this paper, using a combination of theoretical and empirical research, such as literature,questionnaires and case studies, using enterprise diagnosis method and means, and projectmanagement concepts and technology, to explore a road for the KDC Group Marketing Center to implement marketing management that is managed by project.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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