MG环境下TIS公司ITIME品牌营销战略的制定与实施研究

发布时间：2018-04-21 07:57

本文选题：Management + Game　；参考：《东北大学》2013年硕士论文

【摘要】：Management Game课程(简称“MG”)是世界著名高校美国卡内基·梅隆大学为把科学引入经营管理而设立的一门独特的综合课程,MG能够对学员的综合能力进行教育和培训,受到了发达国家的管理学院和大型跨国企业的广泛欢迎。很多著名些院校还将其纳入MBA课程体系。大批知名跨国公司利用其贴近实际市场环境的特点将MG课程用于员工的管理技能培训。早在七十年代初,卡内基·梅隆大学就己开设了本课程。在信息技术化高度发达的今日,卡内基·梅隆大学凭借计算机技术和信息交互技术,已经将MG项目办成了全球企业和院校参加的管理教育课程。东北大学同卡内基·梅隆大学的合作,由MBA毕业生参与MG课程计划,作为可以替代传统毕业论文课程的革新课程。早在1999年,TIS钟表有限公司成立。TIS公司是一家专门从事研发、生产及腕表销售的跨国企业。公司拥有两大系列腕表品牌,分别出产于两个生产基地,每个基地配备众多配套零部件生产线,这些生产线都具备国际领先的腕表整体研发制造及核心零部件的设计、开发能力。TIS公司产品主要销往日本、墨西哥、中国、英国、德国和美国六个国家。公司经营15年来,累计销售3740力‘块腕表,实现累计销售收入19亿美元,累计净利润1亿1653万美元。目前,公司年销售收入达1.5亿美元,年净利润1220万美元。从2013年开始公司引入新的管理层,全面接管公司的发展、市场营销、产品生产及财务等管理工作。作者是该公司的ITIME品牌市场营销总监,负责ITIME品牌市场的经营、竞争环境分析,制定ITIME品牌的营销战略、定价、促销等营销策略。本论文是根据MG环境中TIS公司ITIME品牌市场的三年模拟营销后进行深入的分析总结总结而成。全文共分七章。第1章引言主要介绍MG课程及TIS公司的概况。第2章是理论基础,主要讲述市场营销战略管理理论。第3章首先以营销战略环境为基础,数据分析为辅助,对TIS公司ITIME品牌市场所处市场环境进行分析。第4章依据战略环境分析,制定了TIS公司ITIME品牌的市场营销战略,并列出了相对应的营销组合策略。第5章分析了TIS公司三年经营过程中的战略实施与战略调整。第6章足2016-2018年ITIME品牌产品的营销战略规划。最后一章是论文结束语。
[Abstract]:Management Game (MG) is a unique comprehensive course established by Carnegie Mellon University to introduce science into management. It is widely welcomed by management academies and large multinationals in developed countries. Many famous institutions also incorporate it into the MBA curriculum system. A large number of well-known multinational companies use their characteristics of close to the actual market environment to apply MG courses to staff management skills training. Carnegie Mellon University started this course in the early 1970s. In today's highly developed information technology, Carnegie Mellon University, with the help of computer technology and information interaction technology, has organized the MG project into a management education course for enterprises and colleges around the world. Northeastern University, in partnership with Carnegie Mellon University, involves MBA graduates in the MG programme as an innovative alternative to the traditional thesis course. As early as 1999, TIS Watch Co., Ltd. was established as a multinational company specializing in R & D, production and sales of watches. The company has two series of wrist watch brands, each of which is produced in two production bases. Each base is equipped with a large number of supporting parts production lines. These production lines all have the international leading R & D and manufacture of watches and the design of core components. Development capabilities. TIS products are mainly sold to Japan, Mexico, China, Britain, Germany and the United States six countries. Over the past 15 years, the company has sold 3740 watches with cumulative sales revenue of $1.9 billion and cumulative net profit of $100, 16.53 million. At present, the company's annual sales revenue of $150 million, annual net profit of $12.2 million. Since 2013, the company has introduced new management to take over the company's development, marketing, product production and financial management. The author is the ITIME brand marketing director of the company, responsible for the management of the ITIME brand market, competitive environment analysis, the establishment of ITIME brand marketing strategy, pricing, promotion and other marketing strategies. This paper is based on the three years of simulated marketing of ITIME brand market of TIS in MG environment. The full text is divided into seven chapters. The first chapter introduces the MG course and the general situation of TIS Company. The second chapter is the theoretical foundation, mainly narrates the marketing strategy management theory. In chapter 3, based on the marketing strategy environment and aided by data analysis, the market environment of ITIME brand market of TIS Company is analyzed. In chapter 4, according to the analysis of strategic environment, the marketing strategy of ITIME brand of TIS Company is established, and the corresponding marketing combination strategy is listed. Chapter 5 analyzes the strategic implementation and strategic adjustment of TIS Company in its three-year operation process. Chapter 6 is the marketing strategic plan of ITIME brand products from 2016 to 2018. The last chapter is the conclusion of the paper.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F416.87;F274

【参考文献】