MG (Management Game)是美国卡耐基梅隆大学(CMU)推出的一门利用其计算机软

件和网络系统进行的虚拟经营类课程。在其网络环境中,一般由五到六名学生组成一个

小组,经营一个虚拟公司。通常五个小组经营的虚拟公司在一个虚拟世界中竞争,一个

虚拟宇宙中有若干个虚拟世界。除了一种特殊的拍卖之外,处于不同虚拟世界的公司之

间没有竞争。经营小组通过设置一系列虚拟变量的数值来进行经营决策,经营的结果很

快会通过系统给出。虚拟经营的内容是在六个不同情况的国家经营两种定位的手表。东

北大学的MG课程就是与CMU合作进行的。经营小组会对虚拟公司进行经营决策12

次,每一次代表一个季度。每4次经营决策(即一年)之后,将召开年度董事会,董事

会由五位校内老师和校外顾问组成,听取经营团队提交的年度经营报告,对公司的经营

情况进行评估和指导。

aXitime有限公司就是由东北大学2010级MBA的同学参加MG课程而组建的虚拟

公司之一。由五位同学分别担任虚拟公司的总经理(CEO)、两位营销副总(CMO)、生产

副总(COO)和财务副总(CFO),分工合作,对该公司的两款不同定位的腕表产品进行经营

决策。本文作者在该公司担任总经理,负责公司总体经营战略的分析规划、制定、执行

和调整,并负责整个经营团队的协调与管理。

本文首先分析了 aXitime公司所处的内部与外部的经营环境,根据过去几年经营数

据的分析结论,以及公司的目标与愿景,制定了公司在2012-2014年的经营战略和执行

方案,并对这三年经营结果进行了分析总结。在论文的结尾部分,对公司未来的经营发

展做出了规划和展望。

关键词:Management Game,战略管理,差异化战略,战略规划,战略实施

东北大学硕士学位论文
Abstract

Development Strategy Establishment and Implement of AXITIME

Abstract

MG (Management Game) is a virtual business operation course based on computer

technology and internet organized by Carnegie Mellon University (CMU). Usually a virtual

company is operated by a team consist of five to six students. Five virtual companies compete

in a virtual “world”. And there are several virtual worlds in a virtual universe. Virtual

companies of different worlds do not compete with each other, except in the circumstance of a

special auction. Operating teams make business decisions by setting a series of virtual

variables. Then very soon the operating result will be published by the system. The object of

the operation is to manage the business of two kinds of watches in six different target markets.

Northeastern University is cooperating with CMU in this MG course. Operating teams do 12

times of decisions during the course. One decision is for a quarter. A board meeting will be

held after every 4 decisions (virtually for one year), on which board members (consist of

teachers and external advisors) listen to operating team's annual report, and evaluate and

guide the business operation.

aXitime Watch Co., Ltd. is one of the virtual companies set up by MBA students of

Northeastern University for the MG course. Five students act as the CEO,two CMOs, COO

and CFO of the virtual company, and cooperate to make operating decisions for two kinds of

watch products. The author of this dissertation acts as CEO of aXitime,and is in charge of the

analysis, formulation, execution and adjustment of the general strategy.

In this dissertation, the author first analyzed the external and internal business

environment of the company, and then, based on the environmental analysis and the vision,

proposed the target. After that is the strategies and execution plan. At the end, the author

summarized the operation result and made development proposals for the future.

Key words: Management Games; strategic management, differentiation strategy, strategic

planning, strategy implementation