【正文】 ..........................................................................................................262三、管理科學(xué)中的一些熱點問題 ................................................................................263第二節(jié) 項目管理知識 ...........................................................................................................266一、項目的定義 ............................................................................................................266二、項目管理的內(nèi)容 ....................................................................................................266三、甘特圖在項目管理中的應(yīng)用 ................................................................................267第三節(jié) 流程管理 ...................................................................................................................268一、流程的概念及相關(guān)內(nèi)容 ........................................................................................268二、流程管理的概念及相關(guān)內(nèi)容 ................................................................................2687 / 196三、業(yè)務(wù)流程重組 ........................................................................................................270第四節(jié) 時間管理 ...................................................................................................................272一、時間管理的基本原則 ............................................................................................272二、時間管理的四個階段 ............................................................................................274第五節(jié) 目標(biāo)管理 ...................................................................................................................275一、目標(biāo)的特性 ............................................................................................................275二、目標(biāo)管理的由來及特點 ........................................................................................275三、目標(biāo)管理的三個步驟 ............................................................................................276四、實施目標(biāo)管理常用的工具 ....................................................................................277第六章 市場營銷專業(yè)知識 ........................................................................................................278第一節(jié) 市場和市場營銷 .......................................................................................................278一、市場的概念及相關(guān)內(nèi)容 ........................................................................................278二、市場營銷的概念 ....................................................................................................279三、營銷觀念的發(fā)展歷程 ............................................................................................280第二節(jié) 營銷環(huán)境分析 ...........................................................................................................285一、營銷環(huán)境分析的目的和內(nèi)容 ................................................................................285二、宏觀環(huán)境分析 ........................................................................................................285三、微觀環(huán)境分析 ........................................................................................................286第三節(jié) 組織消費(fèi)者行為分析 ...............................................................................................291一、組織消費(fèi)者的分類及特點 ....................................................................................291二、組織購買決策的過程 ............................................................................................292三、組織購買的類型 ....................................................................................................293四、影響組織購買行為的因素分析 ............................................................................293第四節(jié) 市場調(diào)研 ...................................................................................................................294一、市場調(diào)研的概念 ....................................................................................................294二、市場調(diào)研的流程 ....................................................................................................294第五節(jié) 營銷戰(zhàn)略 ...................................................................................................................297一、營銷戰(zhàn)略概念 ........................................................................................................297二、市場細(xì)分 ................................................................................................................297三、選擇目標(biāo)市場 ........................................................................................................298四、市場定位 ..............................................................................................................2101第六節(jié) 市場營銷策略 .........................................................................................................2104一、市場營銷策略概述 ..............................................................................................2104二、產(chǎn)品策略 ..............................................................................................................2104三、促銷策略 ..............................................................................................................2106四、渠道策略 ..............................................................................................................2110五、價格策略 ..............................................................................................................2112第七節(jié) 服務(wù)營銷基礎(chǔ)知識 .................................................................................................2115一、服務(wù)的概念與特性 ..............................................................................................2115二、服務(wù)營銷的特點 ..................................................................................................2115三、服務(wù)質(zhì)量管理 ......................................................................................................2116四、顧客滿意度、忠誠度與重復(fù)購買行為分析 ......................................................2120第八節(jié) 關(guān)系營銷、品牌營銷與戰(zhàn)略合作 .........................................................................2122一、關(guān)系營銷 ............................................