Research On The Formulation And Implementation Of Strategy Of Product Change Of AXITIME

"The Management Game" is a course sponsored by Carnegie Mellon University. MBA students participate in the game as a simulation of decision making management, students are divided into groups of5,then they act like a decision marking management team of a transaction company. Referring to the real situation and theoretical knowledge of MBA courses, the team is going to run the company for a business circle.In the MG curriculum activities, we take charge of the AXITIME company operating two brands of watches products, the low-end Change and high-end Feel. As a CMO, the author charges of marketing management of Change brand.There is a review and analysis on the practice simulation of AXITIME’s "change" marketing from2012to2014,It’s the foundation of this paper. Through a simulation of a3-year marketing practice by AXITIME company, strategic choice with international background and marketing strategy management, a subtle analysis is made on the macro and micro environment the enterprise exists in, also the analysis on its internal conditions and the competitors’. This is a guide to lead the enterprise to a correct marketing strategy, as well as its strategic goal as a whole. Although experiencing ups and downs in the past3years, AXITIME company got a profitable end. It also laid a sustainable foundation for the future competition. The paper is going to adder on marketing strategy management and innovation..There are6chapters in this paper, chapter one is a brief introduction to the Management Game program and the specific circumstances of AXITIME company’s general situation and management team, organization structure; the second chapter focuses on the marketing strategic management theory is reviewed and refined; chapter three, a detailed analysis of marketing environment of "change" marketing strategy. chapter four and five emphasize on "change" marketing strategy laymen and implementation; The last chapter a deep understanding and personal suggestion on the participation in MG.