Management Game (简称MG)是美国著名的卡内基梅隆大学在二十世纪七、八十年

代开设的一门全球参与的管理教育课程。该课程借助计算机及其网络技术创建出一个模

拟现实经营的竞争环境,允许各公司的经营者在这个虚拟的环境中运营自己的公司。该

环境中有五个公司,这些公司均负责生产及销售两种腕表产品,同时在円本、墨西哥、

中国、英国、德国和美国这六个市场进行竞争。

久莱腕表集团是本文作者和另外四位东北大学工商管理学院10级MBA同学在MG环境

下组建的公司。本人作为公司首席执行官,负责公司整体战略规划、制定、实施以及战

略调整。其他四人分别担任首席财务官、首席运营官以及两个产品的营销总监。模拟经

营共三年,每一经营年度结束,公司五人管理团队将向由学院老师及校外顾问组成的公

司董事会作经营报告。董事会依据经营结果的好坏,对管理团队进行综合评估。管理团

队也将根据实际运营情况以及董事会意见调整公司战略。

论文首先对久莱的内外经营环境进行了分析,根据分析结论以及公司愿景和使命,

制定2012-2014年度的战略规划,以及以年为单位的战略目标。其中,内部经营环境分

析主要包括久莱公司的价值链分析,各项经营指标分析;外部经营环境分析主要包括腕

表欧亿·体育（中国）有限公司未来发展的趋势,竞争对手分析。将分析的各项结论加以总结,得到SWOT分析矩

阵。

论文其次描述了在实际运营中的战略实施、评估以及调整的情况,并结合相关理论

对战略规划和实施进行了总结和分析。论文总结了每一年战略实施的具体情况,并将当

年的能够反映公司经营情况的各项数据加以分析、总结。之后,再对比阶段任务目标完

成战略评估,可以知道应该在哪些方面需要对战略进行调整。

在论文最后,对久莱三年的经营进行了总结与分析,并制定了公司的未來经营战略。

关键词:Management Game;战略管理;战略实施;经营战略;竞争优势

东北大学硕士学位论文
Abstract

Formulation and Implementation of the Development Strategy of

Jura Watch Group in MG

Abstract

Management Game (referred to as MG) is a global management education courses

which was opened by the famous Carnegie Mellon University in the United States in 19705s.

With the help of the computer and its network technology, this course creates a competitive

environment to simulate real business, allowing operators to operate their own business in the

virtual environment. There are five companies in the environment, and these companies are

responsible for the production and sale of two watch products, while in six markets in Japan,

Mexico, China, United Kingdom, Germany and the United States to compete.

Jura Watch Co., Ltd. is one of the five companies set up by the author and four other

students who are from Northeast University grade 10 MBA. As the CEO of this company, I

am in charge of the company’s overall strategic planning, formulation, implementation and

strategic adjustments. The other four are served as COO, CFO and CMO of the two products.

This Operating will last 3 years. After every year, the five-person team will attend a board

meeting which are composited of college teachers and outside consultants to report our works.

The board will assess the manage team, based on the operating results. The manage team will

adjust the Strategy according to the operating results and the opinion of the board as well.

Firstly,we analyze the Internal and external operating environment of Jura Watch Co,

Ltd.. According to the conclusions of the analysis and the company、vision and mission,we

develop the 2012-2014 year development strategic. Secondly,this paper describes the actual

operation of the implementation of the strategy, assessment, and adjustment, and the related

theory summary and analysis of the strategic planning and implementation. In the last part of

this paper, I summarized the 3 years operating, and develop the company's fixture business

strategy.

Key words: Management Game; Strategic Management; Strategy Implementation;

Operating Strategy; Competitive Advantage