称MG)是美国卡耐基梅隆大学(Carnegie Mellon
University,CMU)管理教育的一门可将管理理论短期内付诸实践的绝佳课程,也
是MBA学员传统毕业论文的等价课程。在MG模拟环境下,笔者与其他五位同
学经营着一家跨国钟表公司,公司名叫中国工孚钟表实业有限公司(以下简称工
孚钟表),在世界范围内共有其他四家的竞争对手,工孚钟表拥有高端HTH与低
端Fusion两种品牌腕表,这些产品分别销往日本、墨西哥、中国、英国、德国、
美国这六大市场,两个系列的腕表在各市场的表现良好且分别占20%的市场份
额。笔者作为Fusion产品的市场总监,在企业整体战略的框架下充分分析宏观
环境、微观环境等诸多相关因素从而建立Fusion产品在2011-2013年度市场营销
战略,并制定相关的战略实施计划。

本文的研究成果是基于MG环境下工孚钟表经过三年模拟经营得出的,本
文主要研究了 MG环境下工孚钟表Fusion系列产品在2011-2013年度市场营销
战略管理过程,描述了在此战略管理过程中涉及到的几个主要环节,包括营销战
略的环境分析、营销战略的制定、实施与控制。本文共分文三大部分,第一部分
为第1章引言和第2章市场营销战略管理理论,介绍MG的背景知识、MG的模
拟效果以及MG模拟运营过程中所涉及到的市场营销管理理论;第二部分为第3
章到第6章,分别介绍工孚钟表概况及其Fusion产品的市场营销战略的制定、
实施与控制,其中第3章介绍工孚钟表概况及其相关产品;第4章分析Fusion
产品的宏观环境、欧亿·体育（中国）有限公司竞争环境、内部环境等相关信息,并应用SWOT模型分
析工孚钟表旗下Fusion产品的整体的优劣势和未来所面临的机会与威胁;第5
章确定工孚钟表Fusion产品的营销战略目标并选择适合Fusion产品的STP、4Ps
等相关的战略模型;第6章根据选定的市场营销战略,并在模拟环境下进行
2011-2103年度Fusion产品市场营销战略的实施;最后一部分即第7章,简述
MG项目带给我的收获。

关键词:MG;战略管理;营销战略;战略实施;营销计划
东北大学硕士学位论文
Abstract
Research on Marketing Strategy of Fusion Brand of Kungfu
Watches Co., Ltd. under MG Environment from 2011 to 2013
Abstract
Management game is a integrated course of the management education in the
Carnegie Mellon University what is characteristic. It is a capstone course and also the
equivalent courses with traditional graduation thesis of MBA. In MG simulated
environment, we run a multinational horological company.Around the world we have
other four rivals.The company named gongfu horological company. The company has
two brand watch there are high-end HTH and low-end Fusion. These products are
exported to the six big market Japan, Mexico, China, Britain, Germany, the United
States. The two sells well in all the markets and there is 20% market share. As the
product's market director of Fusion, under the enterprise strategy I folly analye macro
environment microcosmic environment, and many other related factors, and then I
develop the 2011-2013 annual marketing strategy and Strategy implementation plan.
This paper is based on operation practice for three years under the MG
environment. This paper mainly studies tlie marketing strategy management process
of Fusion at the MG environment in 2011 to 2013. It describes the main sections of
the strategic management, including environmental analysis, planning,
implementation and control of the marketing strategy. There are three main parts of
this paper. The first part is chapter 1 introduction and chapter 2 marketing strategy
management theory. It introduced the background knowledge of MG, the simulated
result of MG and the marketing management theory in the MG simulation operation.
The second part is chapter 3 to chapter 6. Those are introduced the horological
company,s general conditions and the planning, implementation and control of
Fusion's marketing strategy. The chapter 3 is the horological company's general
conditions and its products. In chapter 4 is the analysis of macro environment,
industrial competition environment, the internal environment and related information
of Fusion products. It used the SWOT model to analyzed the advantages and the
disadvantages, the opportunities and threats of the Fusion products. Chapter 5
determined the marketing strategy and chooses the STP,4Ps Strategy models which
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