當企業的經驗遇見光華思想的光芒，
當教授的智慧碰撞新鮮血液的靈感，
當企業、教授與學生們遇到整合實踐，
他們之間究竟會發生怎樣的故事？
他們一起又能創作出怎樣的成果？
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2020北大光華MBA整合實踐三方說之
奧琦瑋
1Part1:企業說
2020是特殊的一年，新冠疫情隔離了人與人之間的互動交流，公司與光華各位老師同學的相遇相知全部雲化。巧合的是，這樣的見面方式恰恰和公司的使命有一定的契合——做雲時代的ERP。
病毒隔離人，而科技聚合人。作為服務連鎖餐飲提升數位化的公司，我們從春節開始全身心投入陪伴餐飲客戶抗疫及企業內部抗疫的戰役中。疫情加強了整個國家對數位化價值的認知，令公司對自身戰略轉型進行更為深刻的思考：如何更好的給客戶創造價值，如何幫助客戶提升自己的經營效率？
在這個時刻，與北大光華MBA的整合實踐合作顯得意義非凡。有幸遇到這些具有洞見和商業敏感性的同學們，面對課題保持嚴謹、思辨的態度，對行業格局更有深刻理解。針對課題提出的具體問題，幫助我們站在更中立、更客觀的角度，對企業自身進行反觀和審視，不斷自我批評，不斷自我革新。
開題之前，本以為同學們對於SaaS業務會相對比較陌生，但令人驚喜的是，儘管同學們來自不同學術背景、不同工作領域甚至不同國家，對於課題相關的問題，討論的深度和準確度都絲毫不遜於公司業務中遇到的頂尖投資人。
對於處於長期創業衝刺、不斷試錯階段的奧琦瑋而言，正需要這樣多元化而專業的視野來提供全新的思路。期待整合實踐最後的答卷，期待光華MBA學子與我們一同走出歸因偏差的誤區，去尋找客戶成交的隱形開關，去探索適合奧琦瑋的極致創新之路。
2Part2:學生說
Acewill is a fast-growing company providing comprehensive SaaS solutions along the whole value chain for catering enterprises. By employing software, the company supports its customers to reduce operational and organizational complexity to become more competitive in an increasingly crowded market. Since its establishment in 2006 by PKU alumni, Acewill has continuously extended its product lines and served more than 120,000 chain stores, covering many of the top catering companies in China across the whole country. Acewill’s digital solutions cover all kind’s operational challenges like in-store cash record-keeping, take-out order processing, and food safety but also include software products to manage human resources efficiently. Equipped with a profound industry knowledge, Acewill helps chain catering enterprises to fully utilize information systems and unlock value through digitalization.
We are extremely excited that we are working together with Acewill under the current Integrated Practicum Project. The company not only shows us how to take a challenger position in the market but also illustrates how former students of our university can develop an innovative and successful business model. During this project we have also discovered that the Chinese catering industry is one of the most interesting in the world. It is a fast-paced, growing, and highly competitive market with diverse culinary traditions across the different regions of China. Especially the influence of e-commerce and trend towards food delivery offers outstanding opportunities for Acewill to market its services to customers. The next generation of software has just been developed which is why we now support Acewill to identify potential clients and assist them in realizing the superior value delivered by the company’s services.
Besides the valuable industry and company insights, the project offers us the practical opportunity to apply the theoretical concepts we have learned in our MBA program. As part of finding the most attractive customers we make use of the Segmentation and Targeting approach learned in our Marketing Management class. While Acewill is already working together with most high-profile caterers we aim to identify the most valuable prospects which eventually should be prioritized during sales efforts. Integrating the findings of this analysis into the firm’s sales process requires us to take a comprehensive view and fully understand both Acewill and the clients. Therefore, our future project work will focus on directly interviewing clients and employees to really identify the customer pain points and value-drivers of the business.
Gaining such first-hand experience complements our in-class studies and prepares us to quickly adapt to unknown and challenging environments. Furthermore, the inside perspective helps us in the search for our future career as we will be able to assess our personal fit with the industry through this consulting project. While working on the project we have also acknowledged the importance of thorough marketing research and comprehensive strategy for targeting clients. For us, Acewill is a great example to emphasize the importance of technology and growing integration of SaaS in the catering industry. While not everyone of us will work in the SaaS industry in future, we agree with the importance to expand our knowledge and follow current trends in technology. We are thankful for the opportunity given under this project and are confident that our multi-national team with diverse industry backgrounds will provide a valuable contribution to Acewill.
小組名稱：Azure Dragons
小組成員：Gyeongguk Kim, Tarass Leocko, Qi Liu, Mengying Yang, Tobias Kinzer
3Part3:教授說
王銳教授
光華管理學院市場營銷學系
正視困難、克服困難、解決困難，讓困難由挑戰變成機遇。相信疫期「雲上」整合實踐這一特別的形式，會為我們留下獨一無二的專屬回憶。
北大光華MBA整合實踐項目
北大光華MBA整合實踐項目是MBA全日制班與國際班的必修課程，是一項具有社會公益性質的商業教育合作項目，旨在通過企業和學校聯合打造的實踐平臺，解決企業當前存在的實際問題，並提高MBA學生的綜合管理能力。作為一項體驗式的課程，整合實踐項目的基本框架為：在修完核心課程之後，學生組成小組，在學院教授指導下，深入企業執行一個具體的商業項目，提出改進建議和方案，並提交諮詢報告向企業和指導教授匯報。每個項目都是由企業根據自身需求設計提供的真實課題，旨在解決企業當前存在的實際商業問題。2020年度整合實踐項目由北京大學光華管理學院MBA項目主辦,GIO華興控股集團聯合主辦。