Plan And Implement On Product Passion Marketing Strategy Of Yahao Co., Ltd In MG Environment

MG(Management Game)is the capstone course of management education in Carnegie Mellon University. MG is based on a PC interact simulation system and constructs a multinational, dynamic and competitive environment. Companies run their businesses involving strategy plan, production, marketing, finance, human resources etc in the environment.With five other students in the same operation team, I joined the MG course and operated Yahao company together. I was choosed the CMO(Chief Marketing Officer)in the operation team and focused on the marketing strategy management of product Passion in the MG environment for three years.This thesis contains:First, Give the introduction for MG’s research background, the purpose and the meaning of this thesis, and this thesis’s structure and research methods. Second, Give the introduction for marketing strategy management theory. Third, Give Yahao company’s general introduction, review the environment analysis of product Passion from2010to2012. Then, Introduce the marketing strategy working out of product Passion from2010to2012and Summarize the marketing strategy implementing of product Passion from2010to2012. Then, Review the environment and give the marketing strategy and tactics of product Passion from2010to2012. Finally, Summarize the MG operation, and give the lessons to be learned for the management of real enterprise.In this thesis, author distinguishes the relationship between corporate strategy and marketing strategy. Author introduces the analysis method of marketing environment, the step of making marketing strategy, the way of implementing and controlling marketing strategy and the prevention of marketing risk. The idea is provided for strategic management of marketing in the actual.