MG环境下AIO公司荣耀品牌腕表2014-2016年营销战略的制定与实施

发布时间：2018-07-24 16:15

【摘要】：MG是Management Game的简称,是一个全球性的战略管理模拟经营训练课程,侧重于企业管理运作的实战训练,是由美国卡耐基·梅隆大学在1957年开发的。2001年经日本青山大学资助东北大学引进用于MBA学员的培养。在MG环境下共有5家跨国公司,均生产和销售低档和高档两款腕表。每一家公司的经营管理团队都是由4-5名MBA学员组成,本人所在公司为AIO公司,所担任的职务是高端产品荣耀品牌腕表的全球营销总监,主要负责公司荣耀品牌腕表营销战略的制定、实施,以及实施过程中的控制和战略调整等。本论文就是在MG环境下,模拟运营AIO公司的高端腕表产品—荣耀品牌腕表的营销运作,并将其三年间的营销战略制定和实施经验进行总结提炼而成的。本文共包括6章内容,第1章是引言,对问题的提出、研究内容框架及主要研究方法进行较为详细的阐述,并对AIO公司和荣耀品牌腕表的具体情况进行简述。第2章对营销战略理论进行阐述,其主要内容包括营销战略管理的内涵、营销战略管理的特征以及营销战略管理的流程等。第3章是对2014-2016年荣耀品牌腕表的营销环境进行分析,包括宏观环境分析、产业环境分析及公司内部环境的分析。其中,宏观环境分析包括政治法律环境、社会文化环境、经济环境和技术环境的分析,产业环境分析主要是基于历史数据并使用波特五力模型对竞争环境进行分析,而公司内部环境分析主要包括公司组织结构、内部资源及内部能力的分析。基于对营销环境的分析,提出荣耀品牌腕表的SWOT分析矩阵。第4章是对AIO公司荣耀品片牌腕表的营销战略目标和营销战略的选择进行阐述,并对STP、4Ps、绿色营销及关系营销等内容进行阐述。第5章是MG环境下AIO公司荣耀品牌腕表2014-2016年营销战略的实施情况,包括每一年荣耀品牌腕表的营销目标、战略实施及实施结果的分析。第6章是结束语,主要内容是对MG项目运营情况的回顾及对该项目的建议。
[Abstract]:MG is the abbreviation of Management Game, is a global strategic management simulation training course, focusing on the actual training of enterprise management. It was developed by Carnegie Mellon University in 1957. It was introduced into Northeast University for MBA training by Aoyama University in Japan in 2001. In the MG environment there are five multinational companies, production and sales of low-grade and high-grade two watches. Each company's management team is composed of 4-5 MBA students, my company is a AIO company, the position is high-end products glory brand watches of the global marketing director, Mainly responsible for the company's glorious brand watch marketing strategy formulation, implementation, and implementation of the process of control and strategy adjustment. This paper simulates the marketing operation of AIO's high-end watch product, the Glory Brand watch, under MG environment, and summarizes and refines its three years' marketing strategy formulation and implementation experience. This paper includes six chapters. Chapter 1 is an introduction to the question, research content framework and main research methods, and the specific situation of AIO company and the glorious brand watch is briefly described. The second chapter expounds the theory of marketing strategy, including the connotation of marketing strategy management, the characteristics of marketing strategy management and the process of marketing strategy management. Chapter 3 is the analysis of the marketing environment of the glorious brand watch from 2014-2016, including the macro environment analysis, the industrial environment analysis and the analysis of the company's internal environment. Among them, the macro-environment analysis includes the analysis of political and legal environment, social and cultural environment, economic environment and technological environment. The industrial environment analysis is mainly based on historical data and uses Porter's five-force model to analyze the competitive environment. The analysis of internal environment mainly includes the analysis of organization structure, internal resources and internal capability. Based on the analysis of the marketing environment, the SWOT analysis matrix of the Glory Brand wrist watch is put forward. Chapter 4 expounds the marketing strategy target and the choice of marketing strategy of AIO company's Glory tablet watch, and expounds the contents of STP4Ps, green marketing and relationship marketing. The fifth chapter is about the implementation of AIO Glory Brand Watch in MG environment from 2014 to 2016, including the marketing target, strategy implementation and implementation results of each year's Glory Brand Watch. Chapter 6 is the conclusion, the main content is the review of MG project operation and the suggestion to the project.
【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;F416.87

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