羲和国际表业TA品牌营销战略的制定与实施研究

发布时间：2018-05-24 12:50

本文选题：Management + Game　；参考：《东北大学　》2008年硕士论文

【摘要】： Management Game是由美国卡耐基梅隆大学开发的一个全球性模拟经营训练课程。该课程借助计算机模拟出全球各主要市场的经营环境,同时通过网络使全球各地的学生共同参与的一个模拟经营项目。通常该项目由5～6个MBA学员组成一个团队,经营管理一个虚拟的跨国公司。而所有公司生产和销售的产品均为手表,并且每个公司都经营两个品种的手表,即价格敏感性产品和质量敏感性产品。所有公司的产品均在以下六个国家中销售:曰本、墨西哥、中国、英国、德国、美国。羲和国际表业有限公司(简称羲和国际)是由东北大学工商管理学院2006级的MBA学员参与该课程时组建的公司,由六名学员组成该公司的高级管理团队,分别任公司的首席执行官、CW品牌腕表营销总监、TA品牌腕表营销总监、CW品牌腕表生产运营总监、TA品牌腕表生产运营总监和首席财务官。分别负责公司的战略、营销、生产和财务等工作。本文作者任TA品牌腕表营销总监,主要负责负责TA品牌系列产品在全球的营销工作。论文首先对羲和国际所处的经营环境进行了分析,结合过去5年的历史经营数据,制定了2008～2010年的战略规划及相应的经营指标。其次,论文描述了在实际模拟运营中的战略制定、实施和调整,并对战略管理方面的问题进行了总结和分析。最后,论文以羲和国际三年的经营业绩成果为基础,对公司未来的发展进行了展望,并提出相应的战略规划。
[Abstract]:Management Game is a global simulation training course developed by the Carnegie Mellon University in the United States. The course uses a computer to simulate the operating environment of major global markets and an analog operation involving students around the world through the network. The project consists of a group of 5~6 MBA cadets. Team, management and management of a virtual multinational company. And all companies produce and sell products are watches, and each company operates two varieties of watches, price sensitive products and quality sensitive products. All the company's products are sold in the following six countries: Japan, Mexico, China, Britain, Germany, and the United States.
Xihe International Limited company (Xihe International) is a company formed by MBA students at the 2006 level of the Northeastern University business management school. It consists of six students to form the company's senior management team, the CEO of the company, the CW brand marketing director, the TA brand wrist watch marketing director, and the CW brand watch production. The director of operation, TA brand wrist watch production and operation director and CFO respectively, responsible for the company's strategic, marketing, production and financial work. This article is the TA brand marketing director, mainly responsible for the global marketing work of TA brand series products.
Firstly, the paper analyzes the operating environment of Xi He International, combined with the historical management data of the past 5 years, formulated 2008~2010 years of strategic planning and corresponding management indicators. Secondly, the thesis describes the strategic formulation, implementation and adjustment in the actual simulation operation, and summarizes and divides the problems in the strategic management. Finally, based on the results of Xihe International's three years of operation, the paper looks forward to the future development of the company and puts forward corresponding strategic planning.
【学位授予单位】：东北大学　
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F416.87

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