摘要
伴随着经济全球化和高科技的快速更新,企业面临的外部环境瞬息万变,企
业管理科学在企业管理中应用的好与坏很大程度的决定了企业的成功与失败。企
业管理者们高度关注如何能够通过战略管理使企业适应不断变化的外部环境;同
时新的战略理论研究也调整方向,更加注重对未来变化趋势的把握,实现战略管
理理论研究的动态化。MG管理博弈是美国卡内基梅隆大学在20世纪60年代开设
的一门企业管理教育课程,课程以计算机和互联网技术为支撑,通过计算机辅助
与现实世界参与,模拟企业管理决策过程。学员通过这种虚拟世界与现实世界相
互作用、相互影响的教学模式,获得先进的企业管理理论知识和实践经验,因而
可有效提高和掌握复杂经济环境下的管理决策能力。MG课程中各公司的运作及管
理涉及到营销、生产、财务、研发等诸多方面。笔者非常荣幸的参与了东北大学
2011年MG项目,与东北大学2012届其他五名学员组成了虚拟跨国公司之一工孚
钟表实业有限公司的髙层管理团队,笔者负责公司高端产品HTH的生产和研发运
营战略的制定与实施。

本文是基于工孕钟表实业有限公司HTH品牌三年的生产运营战略管理实践而
写成的,对模拟实战过程中的战略选择和实施进行分析、归纳,详细阐述了工孚
公司2011-2013年生产运作、研发战略制定和实施的全过程。全文共分六章,第
一章简要介绍了 MG课程概况、基本规则和工孕钟表实业公司简介,其中包括公司
的发展历程、企业宗旨、文化、组织结构以及工孚公司主要经营的产品。第二章
阐述了生产战略管理的相关理论,介绍生产运营战略的概念、特点、内容以及生
产运营战略管理过程。第三章主要论述了工孚公司2011-2013年高端产品HTH品
牌生产运营战略分析,包括比如环境分析、公司现状分析。第四章阐述了 HTH品
牌生产运营战略选择与制定过程。第五章阐述了战略具体实施情况和评价分析。

第六章结束语是本文作者参与MG课程后的一些思考和启示,以及对MG的建议。

关键词:Management Game、战略管理、生产战略、战略规划
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东北大学硕士学位论文
Abstract
Research on HTH Product Operation Strategy of Kungfu Watch Co.,
Ltd. under MG Envoirment
Abstract
With the globalization of the economy and rapid development of the technology,
external environment of the enterprises are changing rapidly. Business management
plays more and more important role in the success of the enterprises. In real economy
life, business managers are highly concerned about how to make the business adapt to
the changing of external environment through the strategic management. The new
strategy is also adjusted the direction of theoretical research and is paid more attention to
grasp the future trends in order to achieve the dynamic of strategic management theory.
MG (Management Game) is a business management education program which was
initially setup in Carnegie Mellon University in 1960s. The program is supported by
computer and Internet technology. By using computer technology, with involvement of
people in real life, the program simulates the process of how the management decisions
are made. Students are able to gain advanced knowledge of management theories and
practical experiences through the interaction between the virtual world and the real
world. This will improve students1 capability of using management strategies in the
complex economic environment. Operation and management of enterprises in the MG
program involve in marketing,production, R&D and finance etc. It is my honour to be
able to participate in the 2011 MG program in NorthEastern University. Five other
students and I formed a senior management team in a virtual global company GungFu
Watch Co.,Ltd.,I was in charge of development and implementation of the strategies for
production, R&D, and operation of the company's high end HTH series.
This dissertation is based on three years' management practice of the operation of
HTH product. It analyzes and generalizes the process of selection and implementation of
the management strategies in the simulated commercial war. It details the whole process
on how the company developed and implemented the strategies of production, operation
and R&D from 2011 to 2013. There are six chapters. The first chapter gives a brief
introduction of MG program, basic MG rules and GungFu Watch Co.,Ltd. The
introduction of the company includes the history of the company, business purpose,