Yifeng Wang, Yilong Yu
Abstract: The three pillars of business management are strategic management, marketing management and project management. In the actual operation of the enterprise, strategic management, marketing management and project management need to be effectively matched. This paper uses the coupling mechanism of strategy, marketing and project and entropy theory to build a coupling model of enterprise strategy - resource - marketing - resource - project. Applying the coupling model, we explain the method of calculating the coupling degree of each pairwise combination separately, providing the support of mathematical method for strategic project selection and marketing project management and optimal allocation of resources, making their own contribution to the development of enterprise management theory, It also has a reference value for other industries.
Keywords: strategic management, marketing management, project management, coupling model