MG环境下AIO公司永恒系列腕表2014-2016年营销战略的制定与实施

发布时间：2017-12-28 18:48

本文关键词：MG环境下AIO公司永恒系列腕表2014-2016年营销战略的制定与实施　出处：《东北大学》2015年硕士论文　论文类型：学位论文

【摘要】：MG是东北大学工商管理学院与美国卡耐基·梅隆大学共同开设在MBA项目中开办的一门十分具有特色的核心综合性课程。在整个MG课程当中,来自多个不同国家的MBA学员分别组成5～6人的经营管理团队,对所在的虚拟公司进行三年的模拟运营。本人参与了此次MG课程的学习,并与来自东北大学MBA的五位学员共同组成管理团队,模拟运营的公司名称为AIO公司,基于MG环境,AIO公司为一家致力于腕表设计、研发、生产及销售的知名跨国公司,所生产及销售的高端腕表为荣耀系列,低端腕表为永恒系列。本人在AIO公司中担任永恒系列的CMO 一职,负责永恒系列腕表2014-2016年营销战略的制定与实施工作,本文的写作正是基于AIO公司永恒系列腕表三年模拟运营的具体实践而完成的。全文共分为六章,第1章首先概述选题背景、课题的研究意义、研究内容及研究方法,同时对MG项目及AIO公司的情况进行简要介绍;第2章主要对营销战略管理理论进行概述,从而为营销战略的具体制定与实施奠定理论基础,主要包括营销战略的内涵、基本特征以及管理流程;第3章主要对在MG环境下的AIO公司永恒系列腕表2014-2016年营销环境进行分析,具体包括宏观环境、产业环境、竞争环境以及内部环境的分析,进而构造出AIO公司永恒系列腕表的SWOT矩阵;第4章主要对AIO公司永恒系列腕表2014-2016年营销战略目标进行制定,并对三年总体营销战略及STP、4Ps、关系营销和绿色营销等具体营销战略进行选择;第5章主要论述在MG环境下AIO公司永恒系列腕表2014-2016年营销战略的实施情况,包括这三年的营销战略计划、实施举措、实施业绩、实施过程中存在的问题及改进办法;第6章为结论与展望,包括通过对AIO公司永恒系列营销环境进行分析,并对2014-2016年营销战略进行制定及实施的过程作出总结以及本人参加此次MG项目的切身体会感受和对MG项目的相关建议。
[Abstract]:MG is a very characteristic core course offered by the school of Business Administration of Northeastern University and Carnegie Mellon University of the United States, launched in the MBA project. In the whole MG course, MBA trainees from different countries form 5~6 people's management team to simulate The Virtual Corporation's operation for three years. I participated in the MG study, and five students from the Northeastern University MBA the composition of the management team, operation simulation of company name for AIO company, based on the MG environment, AIO company is a company dedicated to the production of watch design, R & D, and sales of well-known multinational companies, production and sales of high-end watches for the glory of the eternal watch series, low-end series. I am an eternal series of CMO in AIO company. I am responsible for the formulation and implementation of the 2014-2016 years marketing strategy of the eternal series watches. The writing is based on the three years' simulation practice of AIO series watches. This paper is divided into six chapters, the first chapter summarizes the background, research significance, research contents and research methods, at the same time on the MG project and AIO's brief introduction; the second chapter mainly summarizes marketing strategic management theory, which is the specific marketing strategy formulation and implementation of the main theoretical basis. Including the connotation, basic characteristics of marketing strategy and management processes; the third chapter mainly carries on the analysis to the environment in the MG company AIO series 2014-2016 eternal marketing environment, including the analysis of macro environment, industry environment, competitive environment and internal environment, and then construct the SWOT matrix AIO eternal series; the fourth chapter the formulation of AIO series 2014-2016 eternal marketing strategy target, and for three years the overall marketing strategy and STP, 4Ps, relationship marketing and green marketing. The body of marketing strategy selection; the fifth chapter mainly discusses the implementation under the environment of MG company AIO series 2014-2016 eternal marketing strategy, including marketing strategy plan, the three years of the implementation of the implementation process, the implementation of performance measures, problems and improvement measures; the sixth chapter is the conclusion and outlook, including the AIO the eternal series of marketing environment analysis, and make a summary of the formulation and implementation process and I participated in the MG project and some suggestions on the feel keenly aware of the MG project of 2014-2016 marketing strategy.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.87

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