本文關(guān)鍵詞： 低成本戰(zhàn)略 STP戰(zhàn)略 4P營銷策略組合 首選公司 Management Game　出處：《東北大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】："Management Game"(MG)課程是美國卡耐基梅隆大學(xué)在1957年開發(fā)的一門全球性的模擬經(jīng)營訓(xùn)練課程。該課程構(gòu)建了一個(gè)由多國商學(xué)院參與的國際化競爭平臺,通過互聯(lián)網(wǎng)技術(shù)使各商學(xué)院MBA學(xué)生可以同步參與這門課程。MG競爭環(huán)境由多個(gè)"競爭世界"所構(gòu)成,每個(gè)"競爭世界"都由五家跨國表業(yè)公司組成,并且這五家公司在以下六個(gè)國家市場展開競爭,主要包括:美國、中國、墨西哥、日本、英國、德國等。除零售市場外還包括一個(gè)美國的政府采購市場。首選公司是第四個(gè)競爭世界中五家公司之一。主要產(chǎn)品為低端品牌腕表"克羅諾斯"和高端品牌腕表"宙斯"。每家公司由5名MBA學(xué)員組成高管團(tuán)隊(duì),分別擔(dān)任:CEO、CFO、CPO及兩種產(chǎn)品的CMO,本人任克羅諾斯腕表CMO。每家公司模擬經(jīng)營時(shí)間為三個(gè)"年度",在每個(gè)模擬年度結(jié)束后向董事會提交董事會報(bào)告。董事會成員由校內(nèi)資深教師及校外商界人士擔(dān)任,依照公司經(jīng)營業(yè)績及經(jīng)營戰(zhàn)略制定和實(shí)施的優(yōu)劣給予考核。本論文的研究對象是MG環(huán)境下的首選公司克羅諾斯腕表,主要研究內(nèi)容是在MG環(huán)境下為首選公司克羅諾斯腕表制定2014年-2016年三個(gè)年度的營銷戰(zhàn)略,并且在MG環(huán)境下對此營銷戰(zhàn)略進(jìn)行實(shí)施和評價(jià)。本論文通過分析首選公司克羅諾斯腕表的內(nèi)外部戰(zhàn)略環(huán)境,為克羅諾斯腕表制定了低成本的營銷戰(zhàn)略;結(jié)合4P理論制定了未來3個(gè)"年度"的營銷策略組合,將低成本的營銷戰(zhàn)略落實(shí)在克羅諾斯腕表的營銷活動中;通過在MG軟件內(nèi)輸入必備的經(jīng)營數(shù)據(jù)從而獲得模擬經(jīng)營結(jié)果,從模擬經(jīng)營績效上看,克羅諾斯腕表的低成本戰(zhàn)略具有競爭力;在模擬經(jīng)營結(jié)束后充分評價(jià)了此營銷戰(zhàn)略并對營銷策略進(jìn)行了調(diào)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.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F416.87

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