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近日，“2020年度上海MBA優(yōu)秀學位論文”評選結果揭曉。經各培養(yǎng)單位擇優(yōu)推薦、專家評審打分、上海MBA教指委主任委員會審議，共授予33人的學位論文“上海MBA優(yōu)秀學位論文獎”，授予41人的學位論文“上海MBA優(yōu)秀學位論文提名獎”。

其中，上外管院MBA學子獲獎名單如下：

2020年度上海MBA優(yōu)秀學位論文獎

2020年度上海MBA優(yōu)秀學位論文提名獎

馮晶，2017級MBA PT2班學生

現任職位：柯尼卡美能達營銷咨詢有限公司，亞太區(qū)客戶解決方案總經理

指導教師：羅莉娟

論文題目：《新零售時代的NSH服裝數字化營銷策略》

研究內容：隨著中國經濟的快速發(fā)展以及產業(yè)分工上的進一步細化，具有線上線下深度融合、全渠道營銷、智能化體驗、零庫存管理、精準化服務等特點的新零售時代隨之而來。本論文以NSH服裝定制公司為研究對象，在對數字化營銷、新零售等前沿文獻及理論進行分析的基礎上，重點對該公司所處的宏觀環(huán)境、行業(yè)環(huán)境以及營銷現狀進行了剖析，從而發(fā)現公司在定制服裝營銷中存在的四個題，并分別對其成因進行了解構。論文重點從產品、服務過程、用戶體驗、網絡營銷方式等方面提出具體的營銷策略，并提出了保障機制使得這些數字化策略得以順利落地。

獲獎感言：十分榮幸可以獲得2020年度上海MBA優(yōu)秀學位論文，論文寫作的經歷也鍛煉了我認真鉆研的精神，我也正將其運用在職場中?；仡櫸以谏贤釳BA的學習生涯，感恩在這里發(fā)生的一切。感謝羅莉娟老師的輔導，感謝上外所有老師和同學的指導和幫助，在這個大家庭中，我很快樂。這段美妙的學習體驗，是我未來學習工作的精神力量，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項目越辦越好，為祖國培養(yǎng)出更多卓越的商界精英。

導師感言：聽聞馮晶同學獲得上海市優(yōu)秀論文，我倍感欣喜。MBA論文寫作是個不斷打磨優(yōu)化的過程，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們辛苦的汗水和心血。上外MBA中心鼓勵論文選題與專業(yè)實踐結合，既強調理論聯系實際，學以致用，同時也鍛煉同學們發(fā)現問題、分析問題和解決問題的能力。我非常感謝上海外國語大學管理學院，這里不但有智慧優(yōu)秀的前輩和同事，也有熱情洋溢、努力上進的學生，這一切讓我很快樂。期待更多懷揣夢想、追求卓越的有志青年，加入上外MBA大家庭！未來，我們一起創(chuàng)造！

Luca Antonietti，2018IMBA學生

指導教師：陳新力

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

研究內容：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.