MG环境下五合国际行星品牌市场营销战略研究

发布时间：2018-07-01 12:35

本文选题：MG + 营销管理　；参考：《东北大学》2008年硕士论文

【摘要】：MG即Management Game,该管理游戏由美国卡耐基·梅隆大学组织发起,模拟了世界腕表产业的经营环境,由多国的MBA学员组队参与。整个软件环境中包含3个不同的Universe,每个Universe中包括5-6个world,每个world里有五家公司参与竞争。参赛的每支队伍将模拟运营一家跨国公司,分别拥有两家不同的生产工厂,生产高低档两种产品,销往英国、德国、中国、日本、美国和墨西哥六个市场。 2007年MG项目共有80支参赛队伍,东北大学派出了三个组参与MG,分别位于Univese2中的W06F3、W07F3、W08F3。五合国际表业中国有限公司是第六个世界的第三家公司(W06F3),本人担任公司的市场营销总监CMO,负责低档手表产品-行星品牌三年的营销战略管理。与五合行星品牌竞争的四支队伍分别是：来自智利的圣地亚哥的Company1,来自美国特拉华州Middletown的Company2,来自美国宾西法尼亚州匹兹堡的Company4和Company5。本文写作基于三年的模拟运营课程,重点研究行星品牌的市场营销战略制定与实施,论文的主要内容包括：第1章,介绍MG研究背景、五合国际概况,以及本文的主要框架和研究方法；第2章,营销战略管理理论概述；第3章,2007-2009年行星品牌营销环境分析；第4章,2007-2009年行星品牌营销战略制定；第5章,2007-2009年行星品牌营销战略实施；第6章,针对经营的情况,重新分析企业经营环境并做出调整,制定行星品牌2010-2012年营销战略规划；第7章,针对MG环境下的营销运作进行总结,提出自己对MG运作的体会和建议。
[Abstract]:MG, Management Game. organized by Carnegie Mellon University in the United States, simulates the operating environment of the world watch industry and is attended by MBA students from many countries. The entire software environment consists of three different Universes, five to six worlds per Universe, and five companies competing in each world. Each team will simulate the operation of a multinational company, each with two different manufacturing plants, producing two products of high and low quality, which will be sold to the United Kingdom, Germany, China, Japan, Six markets in the United States and Mexico. In 2007, there were 80 teams participating in the MG project, and Northeastern University sent three teams to participate in the MGG, respectively, in Univese2 W06F3W07F3 W08F3. Wuhe International Watch China Co., Ltd. is the third company in the sixth world (W06F3). I am the company's marketing director, CMOS, responsible for low-grade watch products-planetary brand three years of marketing strategy management. The four competing teams are Company1 in Santiago, Chile; Company2 in Middletown, Delaware; and Company4 and Company5 in Pittsburgh, Pennsylvania. This paper is based on a three-year simulated operation course, focusing on the marketing strategy formulation and implementation of planetary brand. The main contents of the paper include: chapter 1, introduction of MG research background, five international overview, And the main framework and research methods of this paper; chapter 2, marketing strategy management theory overview; chapter 3, planetary brand marketing environment analysis from 2007 to 2009; chapter 4: planet brand marketing strategy from 2007 to 2009; The fifth chapter is about the implementation of planetary brand marketing strategy from 2007 to 2009, the sixth chapter, according to the operating situation, analyzes the business environment and makes the adjustment, and formulates the planetary brand 2010-2012 marketing strategy plan; Chapter 7 summarizes the marketing operation in MG environment and puts forward its own experience and suggestions on MG operation.
【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】：F274;F416.87

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