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近日，“2020年度上海MBA優(yōu)秀學(xué)位論文”評(píng)選結(jié)果揭曉。經(jīng)各培養(yǎng)單位擇優(yōu)推薦、專家評(píng)審打分、上海MBA教指委主任委員會(huì)審議，共授予33人的學(xué)位論文“上海MBA優(yōu)秀學(xué)位論文獎(jiǎng)”，授予41人的學(xué)位論文“上海MBA優(yōu)秀學(xué)位論文提名獎(jiǎng)”。

其中，上外管院MBA學(xué)子獲獎(jiǎng)名單如下：

2020年度上海MBA優(yōu)秀學(xué)位論文獎(jiǎng)

2020年度上海MBA優(yōu)秀學(xué)位論文提名獎(jiǎng)

馮晶，2017級(jí)MBA PT2班學(xué)生

現(xiàn)任職位：柯尼卡美能達(dá)營(yíng)銷(xiāo)咨詢有限公司，亞太區(qū)客戶解決方案總經(jīng)理

指導(dǎo)教師：羅莉娟

論文題目：《新零售時(shí)代的NSH服裝數(shù)字化營(yíng)銷(xiāo)策略》

研究?jī)?nèi)容：隨著中國(guó)經(jīng)濟(jì)的快速發(fā)展以及產(chǎn)業(yè)分工上的進(jìn)一步細(xì)化，具有線上線下深度融合、全渠道營(yíng)銷(xiāo)、智能化體驗(yàn)、零庫(kù)存管理、精準(zhǔn)化服務(wù)等特點(diǎn)的新零售時(shí)代隨之而來(lái)。本論文以NSH服裝定制公司為研究對(duì)象，在對(duì)數(shù)字化營(yíng)銷(xiāo)、新零售等前沿文獻(xiàn)及理論進(jìn)行分析的基礎(chǔ)上，重點(diǎn)對(duì)該公司所處的宏觀環(huán)境、行業(yè)環(huán)境以及營(yíng)銷(xiāo)現(xiàn)狀進(jìn)行了剖析，從而發(fā)現(xiàn)公司在定制服裝營(yíng)銷(xiāo)中存在的四個(gè)題，并分別對(duì)其成因進(jìn)行了解構(gòu)。論文重點(diǎn)從產(chǎn)品、服務(wù)過(guò)程、用戶體驗(yàn)、網(wǎng)絡(luò)營(yíng)銷(xiāo)方式等方面提出具體的營(yíng)銷(xiāo)策略，并提出了保障機(jī)制使得這些數(shù)字化策略得以順利落地。

獲獎(jiǎng)感言：十分榮幸可以獲得2020年度上海MBA優(yōu)秀學(xué)位論文，論文寫(xiě)作的經(jīng)歷也鍛煉了我認(rèn)真鉆研的精神，我也正將其運(yùn)用在職場(chǎng)中。回顧我在上外MBA的學(xué)習(xí)生涯，感恩在這里發(fā)生的一切。感謝羅莉娟老師的輔導(dǎo)，感謝上外所有老師和同學(xué)的指導(dǎo)和幫助，在這個(gè)大家庭中，我很快樂(lè)。這段美妙的學(xué)習(xí)體驗(yàn)，是我未來(lái)學(xué)習(xí)工作的精神力量，指引著我前行的每一站。感謝上外，銘記收獲，砥礪前行！我也希望母校和MBA項(xiàng)目越辦越好，為祖國(guó)培養(yǎng)出更多卓越的商界精英。

導(dǎo)師感言：聽(tīng)聞馮晶同學(xué)獲得上海市優(yōu)秀論文，我倍感欣喜。MBA論文寫(xiě)作是個(gè)不斷打磨優(yōu)化的過(guò)程，也是一種自我思維提升與修煉的歷程，每一篇優(yōu)秀論文都飽含著同學(xué)們辛苦的汗水和心血。上外MBA中心鼓勵(lì)論文選題與專業(yè)實(shí)踐結(jié)合，既強(qiáng)調(diào)理論聯(lián)系實(shí)際，學(xué)以致用，同時(shí)也鍛煉同學(xué)們發(fā)現(xiàn)問(wèn)題、分析問(wèn)題和解決問(wèn)題的能力。我非常感謝上海外國(guó)語(yǔ)大學(xué)管理學(xué)院，這里不但有智慧優(yōu)秀的前輩和同事，也有熱情洋溢、努力上進(jìn)的學(xué)生，這一切讓我很快樂(lè)。期待更多懷揣夢(mèng)想、追求卓越的有志青年，加入上外MBA大家庭！未來(lái)，我們一起創(chuàng)造！

Luca Antonietti，2018IMBA學(xué)生

指導(dǎo)教師：陳新力

論文題目：The Strategy for the European Expansion of EQUES Technology Co., Limited

研究?jī)?nèi)容：The project gives the opportunity to pursue a concrete expansion model with a reduced impact on the business continuity of a Shanghainese firm operating in the sector of Home Automation Security. The project analyses the main challenges that the Chinese startup will face in entering the European market.

獲獎(jiǎng)感言：The secret of the effectiveness of the thesis is due to my personal curiosity to visit directly and make contact with Chinese companies. SISU has supported my desire to experience this new world at every single stage. The high-tech market needs the highest degree of innovation and this represents one of the key challenges of the Chinese economy. In fact, the cost advantage cannot be the unique differential factor of this industry and the saving of manufacturing costs is, of course, an important aspect but it is impossible to build up the competitive advantage for winning the global market challenges founding the business exclusively on that. I wanted to combine the best existing scientific literature with daily business practice. The result was phenomenal and exceeded all expectations. I am sure I have made a contribution in the industrial development of companies that would like to attack the global market without losing their position in China. The advice I would like to provide is to always maintain one\'s intellectual restlessness to put it at the service of a greater dream. It is important to cross the coldness of economic analysis with the commitment of those who want to overcome every situation with sacrifice and commitment. This applies to everyone. I express my gratitude to all those who have helped me in this complex and satisfying path.

導(dǎo)師感言：The topic of this study, which is dedicated to the expansion in the European market of Eques, a Chinese firm leader in the Home Automation Security sector, has demonstrated a critical awareness of practical issues in management. Based on accurate analysis, the author proposed strategic suggestions responding to real business management theme, while considering the impact on the business and its interaction with other parts of the organisation. The proposal has “contributed to launch the new independent brand ‘Smartcom Eques’ without losing control on the Chinese market which is the main operating scenario”, as stated in the abstract of the paper.

The research demonstrates an excellent combination between theory and practice, it has been diving deeply into business issues by using proper entry model theory, a wide range of business data and appropriate research methods. This paper has examined several different aspects that may influence the company’s expansion into European market, especially the cross-culture background and its impacts on the competencies that are required to global managers for a successful penetration into the target market. The ways to provide strategic solutions and the methodology has provided valuable references for Chinese businesses going into global market while still keeping its local market share.