羲和国际表业公司CW品牌市场营销战略制定及实施研究

发布时间：2018-10-08 14:28

【摘要】： 企业面临的外部经济环境瞬息万变,营销战略管理实践日益受到企业管理者的高度重视。如何有效地利用企业资源,制定与企业外部环境相适应的营销战略,已成为企业生存和发展的头等大事。然而,营销战略的制定并不是企业成功的标志,而仅代表一个良好的开端,有效地实施企业所制定的营销战略才是企业成功的关键。 Management Game课程模拟了一个典型的多国市场竞争环境,各公司的运作及管理涉及到营销、生产、财务、研究开发等诸多方面。参与者通过“经营”一家在动态的国际化的市场环境中竞争的跨国公司,学习如何在不确定的环境中和限定的时间压力下通过相互协作制定并实施公司战略规划。本文是基于其中的羲和表业公司模拟经营的营销战略管理部分写成。羲和国际表业公司是Management Game环境中的虚拟公司之一,是总部在美国的跨国公司,在美国和墨西哥设有生产和研发基地,以高、中档腕表为主要产品,销往全球三大洲的六个国家。基于对虚拟的羲和公司2008～2010年度三年的管理,本文详细阐述了经营过程中的营销战略的制定与执行,主要内容包括公司营销战略环境分析、营销战略的制定和调整、以及营销战略的实施和评价等。
[Abstract]:The external economic environment of enterprises is changing rapidly, and the marketing strategy management practice is paid more and more attention by enterprise managers. How to make effective use of enterprise resources and formulate marketing strategies suitable to the external environment of enterprises has become the top priority for the survival and development of enterprises. However, the establishment of marketing strategy is not the symbol of enterprise success, but only represents a good beginning, the effective implementation of the marketing strategy is the key to success. The Management Game course simulates a typical multi-country market competition environment in which the operations and management of companies involve marketing, production, finance, research and development, and so on. By "operating" a multinational company that competes in a dynamic international market environment, participants learn how to formulate and implement corporate strategic plans in uncertain environments and under the pressure of limited time. This thesis is based on the marketing strategy management part of Xi and Table Company. Xi and international watch industry company is one of the virtual companies in Management Game environment. It is a multinational corporation headquartered in the United States. It has production and R & D bases in the United States and Mexico. Its main products are high and middle grade watches, which are sold to six countries on three continents around the world. Based on the management of the virtual company in 2008 and 2010, this paper expounds in detail the formulation and implementation of marketing strategy in the course of operation, including the analysis of the environment of the company's marketing strategy, the formulation and adjustment of the marketing strategy. And the implementation and evaluation of marketing strategy.
【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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