MG环境下TW公司2013-2015年雅致品牌腕表营销战略的制定与实施

发布时间：2018-02-10 12:08

本文关键词： MG 营销管理营销战略 TW公司雅致(Elegance)品牌腕表　出处：《东北大学》2014年硕士论文　论文类型：学位论文

【摘要】：Management Game (MG)课程是美国卡内基·梅隆大学开设的,以互联网技术为支撑的企业战略管理实践训练课程和平台。该课程通过学员模拟高层管理人员,虚拟运营一家跨国腕表公司,其中市场营销战略是模拟经营的一个重要方向和核心内容。营销战略是企业复杂的战略关系网络中核心的组成部分,营销战略对人力资源、生产、财务等其他职能战略起着引导作用。企业要获得核心竞争力的提升,扩大与竞争对手的优势地位,就必须要在企业总体发展战略指导下,深入分析内外部竞争环境,整合企业内外部资源,制定适应市场竞争需要的营销战略,并确保营销战略的最终实现。本文是以MG环境下TW公司2013年-2015年三年的模拟经营为依据,通过模拟实践与市场营销理论的结合,阐述了雅致品牌腕表的经营实践,主要内容包括：营销战略内涵及特征,营销战略地位及作用,营销战略管理过程模型；TW公司发展历程、主要产品及目标市场,组织机构设置及总体发展战略；通过对宏观环境、产业环境、内部环境、竞争态势及竞争对手营销策略的分析,制定并实施雅致品牌腕表的营销战略；以营销战略管理理论为指导,从销售渠道策略、市场价格策略、产品策略、促销策略等角度,对三年营销战略实施行为进行分析和总结；以雅致品牌腕表三年的营销战略执行情况为依据,探讨公司战略管理及营销战略制定中存在的问题并制定对策。同时,本文通过三年的模拟经营,验证了不同市场影响因素在雅致产品模拟经营中产生的作用,实现了模拟公司运营过程中的经营管理与战略实施,通过项目中各角色的分工合作,培养了学员的团队合作精神；通过对电子商务、管理模型、英语教材、计算机网络等的使用,体现多学科知识的综合运用,提升了学员的企业综合管理实践技能,提高了学员对各种管理工具的运用能力。
[Abstract]:The Management Game MGs course is an Internet-based training course and platform for corporate strategic management practice at Carnegie Mellon University. It simulates senior executives and runs a multinational watch company. Marketing strategy is an important direction and core content of simulated operation. Marketing strategy is the core component of complex strategic relationship network. Other functional strategies such as finance play a leading role. In order to enhance their core competitiveness and expand their competitive position with their competitors, enterprises must, under the guidance of their overall development strategy, deeply analyze the internal and external competitive environment. Integrating internal and external resources, formulating marketing strategy to meet the needs of market competition, and ensuring the ultimate realization of marketing strategy. This paper is based on the simulation operation of TW Company from 2013 to 2015 in MG environment. Through the combination of simulation practice and marketing theory, this paper expounds the management practice of Yazhi brand wrist watch. The main contents include: the connotation and characteristics of marketing strategy, the position and function of marketing strategy, the process model of marketing strategy management, and the development course of TW company. The main products and target markets, organizational setup and overall development strategy; through the macro environment, industrial environment, internal environment, competition situation and competitors marketing strategy analysis, the formulation and implementation of elegant brand watch marketing strategy; Under the guidance of marketing strategy management theory, this paper analyzes and summarizes the implementation behavior of three years' marketing strategy from the angle of marketing channel strategy, market price strategy, product strategy, promotion strategy and so on. Based on the implementation of the marketing strategy of Yazhi brand wristwatch for three years, this paper discusses the problems existing in the company's strategic management and marketing strategy formulation, and formulates the countermeasures. The paper verifies the role of different market factors in the simulated operation of Yazhi products, realizes the management and strategy implementation in the process of simulating the company's operation, and trains the team spirit of the students through the division of work and cooperation among the various roles in the project. Through the use of electronic commerce, management model, English teaching materials, computer network and so on, it reflects the comprehensive application of multi-disciplinary knowledge, promotes the students' practical skills of enterprise comprehensive management, and improves the students' ability to use various management tools.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F416.87

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