本文選題：Management + Game�。� 參考：《東北大學(xué)》2013年碩士論文

【摘要】：Management Game課程(簡稱“MG”)是世界著名高校美國卡內(nèi)基·梅隆大學(xué)為把科學(xué)引入經(jīng)營管理而設(shè)立的一門獨特的綜合課程,MG能夠?qū)W(xué)員的綜合能力進(jìn)行教育和培訓(xùn),受到了發(fā)達(dá)國家的管理學(xué)院和大型跨國企業(yè)的廣泛歡迎。很多著名些院校還將其納入MBA課程體系。大批知名跨國公司利用其貼近實際市場環(huán)境的特點將MG課程用于員工的管理技能培訓(xùn)。早在七十年代初,卡內(nèi)基·梅隆大學(xué)就己開設(shè)了本課程。在信息技術(shù)化高度發(fā)達(dá)的今日,卡內(nèi)基·梅隆大學(xué)憑借計算機技術(shù)和信息交互技術(shù),已經(jīng)將MG項目辦成了全球企業(yè)和院校參加的管理教育課程。東北大學(xué)同卡內(nèi)基·梅隆大學(xué)的合作,由MBA畢業(yè)生參與MG課程計劃,作為可以替代傳統(tǒng)畢業(yè)論文課程的革新課程。早在1999年,TIS鐘表有限公司成立。TIS公司是一家專門從事研發(fā)、生產(chǎn)及腕表銷售的跨國企業(yè)。公司擁有兩大系列腕表品牌,分別出產(chǎn)于兩個生產(chǎn)基地,每個基地配備眾多配套零部件生產(chǎn)線,這些生產(chǎn)線都具備國際領(lǐng)先的腕表整體研發(fā)制造及核心零部件的設(shè)計、開發(fā)能力。TIS公司產(chǎn)品主要銷往日本、墨西哥、中國、英國、德國和美國六個國家。公司經(jīng)營15年來,累計銷售3740力‘塊腕表,實現(xiàn)累計銷售收入19億美元,累計凈利潤1億1653萬美元。目前,公司年銷售收入達(dá)1.5億美元,年凈利潤1220萬美元。從2013年開始公司引入新的管理層,全面接管公司的發(fā)展、市場營銷、產(chǎn)品生產(chǎn)及財務(wù)等管理工作。作者是該公司的ITIME品牌市場營銷總監(jiān),負(fù)責(zé)ITIME品牌市場的經(jīng)營、競爭環(huán)境分析,制定ITIME品牌的營銷戰(zhàn)略、定價、促銷等營銷策略。本論文是根據(jù)MG環(huán)境中TIS公司ITIME品牌市場的三年模擬營銷后進(jìn)行深入的分析總結(jié)總結(jié)而成。全文共分七章。第1章引言主要介紹MG課程及TIS公司的概況。第2章是理論基礎(chǔ),主要講述市場營銷戰(zhàn)略管理理論。 第3章首先以營銷戰(zhàn)略環(huán)境為基礎(chǔ),數(shù)據(jù)分析為輔助,對TIS公司ITIME品牌市場所處市場環(huán)境進(jìn)行分析。第4章依據(jù)戰(zhàn)略環(huán)境分析,制定了TIS公司ITIME品牌的市場營銷戰(zhàn)略,并列出了相對應(yīng)的營銷組合策略。第5章分析了TIS公司三年經(jīng)營過程中的戰(zhàn)略實施與戰(zhàn)略調(diào)整。第6章足2016-2018年ITIME品牌產(chǎn)品的營銷戰(zhàn)略規(guī)劃。最后一章是論文結(jié)束語。
[Abstract]:Management Game (MG) is a unique comprehensive course established by Carnegie Mellon University to introduce science into management. It is widely welcomed by management academies and large multinationals in developed countries. Many famous institutions also incorporate it into the MBA curriculum system. A large number of well-known multinational companies use their characteristics of close to the actual market environment to apply MG courses to staff management skills training. Carnegie Mellon University started this course in the early 1970s. In today's highly developed information technology, Carnegie Mellon University, with the help of computer technology and information interaction technology, has organized the MG project into a management education course for enterprises and colleges around the world. Northeastern University, in partnership with Carnegie Mellon University, involves MBA graduates in the MG programme as an innovative alternative to the traditional thesis course. As early as 1999, TIS Watch Co., Ltd. was established as a multinational company specializing in R & D, production and sales of watches. The company has two series of wrist watch brands, each of which is produced in two production bases. Each base is equipped with a large number of supporting parts production lines. These production lines all have the international leading R & D and manufacture of watches and the design of core components. Development capabilities. TIS products are mainly sold to Japan, Mexico, China, Britain, Germany and the United States six countries. Over the past 15 years, the company has sold 3740 watches with cumulative sales revenue of $1.9 billion and cumulative net profit of $100, 16.53 million. At present, the company's annual sales revenue of $150 million, annual net profit of $12.2 million. Since 2013, the company has introduced new management to take over the company's development, marketing, product production and financial management. The author is the ITIME brand marketing director of the company, responsible for the management of the ITIME brand market, competitive environment analysis, the establishment of ITIME brand marketing strategy, pricing, promotion and other marketing strategies. This paper is based on the three years of simulated marketing of ITIME brand market of TIS in MG environment. The full text is divided into seven chapters. The first chapter introduces the MG course and the general situation of TIS Company. The second chapter is the theoretical foundation, mainly narrates the marketing strategy management theory. In chapter 3, based on the marketing strategy environment and aided by data analysis, the market environment of ITIME brand market of TIS Company is analyzed. In chapter 4, according to the analysis of strategic environment, the marketing strategy of ITIME brand of TIS Company is established, and the corresponding marketing combination strategy is listed. Chapter 5 analyzes the strategic implementation and strategic adjustment of TIS Company in its three-year operation process. Chapter 6 is the marketing strategic plan of ITIME brand products from 2016 to 2018. The last chapter is the conclusion of the paper.
【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】：2013
【分類號】：F416.87;F274

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