Hexathos公司Athena腕表营销战略的制定与实施

发布时间：2018-04-04 03:53

本文选题：Management　切入点：Game　出处：《东北大学》2014年硕士论文

【摘要】：市场营销是企业为满足消费者或用户的需求而提供商品或劳务的整体营销活动。市场营销战略作为一种重要战略,其主旨是提高企业营销资源的利用效率,使企业资源的利用效率最大化。企业营销管理过程就是通过对宏观环境、行业环境和企业内部环境进行分析,制定营销战略规划,对营销战略的实施过程和实施结果进行分析和总结。Hexathos国际表业有限公司是一家模拟跨国手表公司。具有较强的产品研发、生产及销售能力,本文作者在该公司担任低端产品-Athena品牌营销总监,主要负责低端腕表产品的营销战略制定和实施。本文是在公司经过三年(2014-2016年)的模拟运营后,以历史上的十五年数据和模拟运营的三年数据为基础完成的,重点研究了Athena品牌腕表产品的市场营销战略制定与实施。论文的主要内容包括:首先介绍了MG项目的研究背景、研究的目的及意义、Hexathos公司概况以及本文的研究思路及内容。其次介绍了营销战略管理的相关理论基础。然后对Hexathos公司Athena品牌腕表产品营销战略环境进行了详细分析,包括宏观环境、行业环境、公司内部环境,并对公司进行了SWOT分析。制定了2014-2016年Athena腕表产品营销战略规划,并分别对Hexathos公司2014-2016年Athena腕表产品营销战略的制定、实施、效果评价和未来的战略调整情况进行了分析。最后对在MG环境下的模拟公司营销运营情况进行了系统性总结。
[Abstract]:Marketing is an overall marketing activity in which an enterprise provides goods or services to meet the needs of consumers or users.As an important strategy, the purpose of marketing strategy is to improve the utilization efficiency of enterprise marketing resources and maximize the utilization efficiency of enterprise resources.The process of enterprise marketing management is to make the marketing strategic plan by analyzing the macro environment, the industry environment and the internal environment of the enterprise.Analysis and summary of the implementation process and results of marketing strategy. Hexathos International Watch Co., Ltd. is a simulation multinational watch company.With strong R & D, production and sales capabilities, the author is the marketing director of the low-end product -Athena, mainly responsible for the formulation and implementation of the low-end watch product marketing strategy.This paper is completed on the basis of the data of 15 years in history and three years of simulated operation after three years of simulated operation of the company. The marketing strategy of Athena brand wrist watch products is studied emphatically.The main contents of this paper are as follows: firstly, the research background of MG project, the purpose and significance of the research, the general situation of Hexathos Company and the research ideas and contents of this paper are introduced.Secondly, it introduces the theoretical basis of marketing strategy management.Then the marketing strategy environment of Athena watch products of Hexathos Company is analyzed in detail, including macro environment, industry environment, internal environment of the company, and SWOT analysis of the company.This paper formulates the strategic plan of Athena watch product marketing for 2014-2016, and analyzes separately the formulation, implementation, effect evaluation and future strategic adjustment of Athena watch product marketing strategy of Hexathos Company 2014-2016.Finally, the marketing operation of the simulated company under MG environment is systematically summarized.
【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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