MG环境下首选公司克罗诺斯腕表营销战略的制定与实施

发布时间：2018-02-12 08:00

本文关键词： 低成本战略 STP战略 4P营销策略组合首选公司 Management Game　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)课程是美国卡耐基梅隆大学在1957年开发的一门全球性的模拟经营训练课程。该课程构建了一个由多国商学院参与的国际化竞争平台,通过互联网技术使各商学院MBA学生可以同步参与这门课程。MG竞争环境由多个"竞争世界"所构成,每个"竞争世界"都由五家跨国表业公司组成,并且这五家公司在以下六个国家市场展开竞争,主要包括:美国、中国、墨西哥、日本、英国、德国等。除零售市场外还包括一个美国的政府采购市场。首选公司是第四个竞争世界中五家公司之一。主要产品为低端品牌腕表"克罗诺斯"和高端品牌腕表"宙斯"。每家公司由5名MBA学员组成高管团队,分别担任:CEO、CFO、CPO及两种产品的CMO,本人任克罗诺斯腕表CMO。每家公司模拟经营时间为三个"年度",在每个模拟年度结束后向董事会提交董事会报告。董事会成员由校内资深教师及校外商界人士担任,依照公司经营业绩及经营战略制定和实施的优劣给予考核。本论文的研究对象是MG环境下的首选公司克罗诺斯腕表,主要研究内容是在MG环境下为首选公司克罗诺斯腕表制定2014年-2016年三个年度的营销战略,并且在MG环境下对此营销战略进行实施和评价。本论文通过分析首选公司克罗诺斯腕表的内外部战略环境,为克罗诺斯腕表制定了低成本的营销战略;结合4P理论制定了未来3个"年度"的营销策略组合,将低成本的营销战略落实在克罗诺斯腕表的营销活动中;通过在MG软件内输入必备的经营数据从而获得模拟经营结果,从模拟经营绩效上看,克罗诺斯腕表的低成本战略具有竞争力;在模拟经营结束后充分评价了此营销战略并对营销策略进行了调整使其更加完善。
[Abstract]:"Management Game" is a global simulated business training course developed by Carnegie Mellon University in 1957. It builds an international competitive platform for business schools from many countries. Through Internet technology, MBA students from various business schools can participate in the course. The competitive environment is made up of several "competitive worlds", each of which is composed of five multinational watch companies. And these five companies compete in the following six countries: the United States, China, Mexico, Japan, the United Kingdom, Germany, etc. In addition to the retail market, there is also a government procurement market in the United states. The preferred company is one of the five companies in the fourth competitive world. The main products are low-end brand watches "Kronos" and high-end brand watches. Zeus. Each company consists of five MBA cadets. I am the Cronos watch CMO.Each company simulates for three "years" and submits a report to the board of directors after the end of each simulated year. The members of the board of directors are funded by the school. As well as outside the business community, The research object of this paper is the Cronus watch, which is the first choice company under MG environment. The main research content is to make the marketing strategy for the first choice company Cronos wrist watch from 2014 to 2016 under the MG environment. This paper analyzes the internal and external strategic environment of the preferred company Cronos wrist watch, and makes a low cost marketing strategy for the Cronos watch. Combined with the 4P theory, the paper formulates the marketing strategy combination of the next three "years", implements the low cost marketing strategy in the marketing activities of the Cronos wrist watch, and obtains the simulated operating results by inputting the necessary operating data into the MG software. From the point of view of simulated operation performance, the low cost strategy of Cronos wrist watch is competitive, and the marketing strategy is fully evaluated after the simulated operation and the marketing strategy is adjusted to make it more perfect.
【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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