本文選題：Management　切入點(diǎn)：Game　出處：《東北大學(xué)》2014年碩士論文

【摘要】：市場營銷是企業(yè)為滿足消費(fèi)者或用戶的需求而提供商品或勞務(wù)的整體營銷活動(dòng)。市場營銷戰(zhàn)略作為一種重要戰(zhàn)略,其主旨是提高企業(yè)營銷資源的利用效率,使企業(yè)資源的利用效率最大化。企業(yè)營銷管理過程就是通過對(duì)宏觀環(huán)境、行業(yè)環(huán)境和企業(yè)內(nèi)部環(huán)境進(jìn)行分析,制定營銷戰(zhàn)略規(guī)劃,對(duì)營銷戰(zhàn)略的實(shí)施過程和實(shí)施結(jié)果進(jìn)行分析和總結(jié)。Hexathos國際表業(yè)有限公司是一家模擬跨國手表公司。具有較強(qiáng)的產(chǎn)品研發(fā)、生產(chǎn)及銷售能力,本文作者在該公司擔(dān)任低端產(chǎn)品-Athena品牌營銷總監(jiān),主要負(fù)責(zé)低端腕表產(chǎn)品的營銷戰(zhàn)略制定和實(shí)施。本文是在公司經(jīng)過三年(2014-2016年)的模擬運(yùn)營后,以歷史上的十五年數(shù)據(jù)和模擬運(yùn)營的三年數(shù)據(jù)為基礎(chǔ)完成的,重點(diǎn)研究了Athena品牌腕表產(chǎn)品的市場營銷戰(zhàn)略制定與實(shí)施。論文的主要內(nèi)容包括:首先介紹了MG項(xiàng)目的研究背景、研究的目的及意義、Hexathos公司概況以及本文的研究思路及內(nèi)容。其次介紹了營銷戰(zhàn)略管理的相關(guān)理論基礎(chǔ)。然后對(duì)Hexathos公司Athena品牌腕表產(chǎn)品營銷戰(zhàn)略環(huán)境進(jìn)行了詳細(xì)分析,包括宏觀環(huán)境、行業(yè)環(huán)境、公司內(nèi)部環(huán)境,并對(duì)公司進(jìn)行了SWOT分析。制定了2014-2016年Athena腕表產(chǎn)品營銷戰(zhàn)略規(guī)劃,并分別對(duì)Hexathos公司2014-2016年Athena腕表產(chǎn)品營銷戰(zhàn)略的制定、實(shí)施、效果評(píng)價(jià)和未來的戰(zhàn)略調(diào)整情況進(jìn)行了分析。最后對(duì)在MG環(huán)境下的模擬公司營銷運(yùn)營情況進(jìn)行了系統(tǒng)性總結(jié)。
[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.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F416.87

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