项目管理是一种科学的企业管理模式，涉及时间管理、人力资源管理、范围管理、沟通管理、成本管理等层面。从一开始仅被应用于航空、航天、国防领域，逐步扩展到各个领域。被广泛应用于各类企业。在采用项目管理模式的众多行业中，广告创意行业有着其独特性与复杂性。因其项目大多为创意类项目，涉及视频、平面等各类广告内容的创意及制作过程。不同于更容易实现标准化流程管理的生产类、工程类等类型的项目，创意型项目管理更具敏捷性，更加注重对于团队人员的管理，同时需要应对随时可能产生的变化。同时，广告公司的项目管理关注项目的全生命周期管理，涉及全流程的客户服务，协作部门广泛、业务流程复杂。

X公司是一家由自媒体转型的广告营销公司，创意类项目作为X公司的主要业务类型，承担着重要的角色。然而创意类项目管理往往缺少理论的指导，存在一些实际的问题却缺少改进的依据。在信息化与数字化不足的情况下，难以进一步提升管理整体效率，在信息技术创新，行业技术创新及商业模式与项目资源组织模式创新等方面的发展趋势下，容易处于劣势。

本论文基于项目管理理论中与创意项目管理密切相关的五大领域角度，针对X公司创意项目管理中存在的问题进行分析和优化研究；并且进一步从数字化的视角提出改进建议，以求最大效率地提升企业竞争力，也为同类型广告公司的创意类项目的管理提供借鉴。

通过研究得出结论，对于X公司创意项目管理的优化要做到：一，以数字化的协同为基础，建立覆盖全生命周期的项目管理系统，实现信息整合共享与项目协同管理与内外部高效沟通。二，借助数字化工具实现创意项目工作的流程规范与自动化，提高项目推进效率。三，通过数字化平台建立决策信息库与培训机制，减少因人为主观判断可能造成的失误与资源浪费。

As a scientific enterprise management model, project management involves time management, human resource management, scope management, communication management, cost management and other levels, and runs through the whole process of enterprise production and management activities. At the advent of the digital economy, the superiority of digital information in enterprise management has become more and more prominent, and has become a mainstream development direction for enterprise management mode innovation. How to use digitalization to achieve the maximum competitiveness and high efficiency of the enterprise, determines whether the enterprise can move forward in a more effective direction.

Among the many industries that adopt project management mode, the advertising and creative industry has its uniqueness and complexity. Because most of its projects are creative projects, involving video, print and other types of advertising content creativity and production process.

Company X is an advertising and marketing company transformed by self-publishing, and creative projects, as the main business type of Company X, assume an important role. However, the project management of creative type often lacks theoretical guidance. With insufficient informationization and digitalization, it is difficult to further improve the overall efficiency of management.

This thesis analyzes and optimizes the problems in creative project management of Company X based on the five major areas of project management theory closely related to creative project management; and further propose improvement suggestions from the perspective of digitalization in order to enhance the competitiveness of the company with maximum efficiency and provide reference for the management of creative projects of the same type of advertising agencies.