MG( Management Game)是由“卡耐基梅隆大学”设计开发的企业虚拟运作课

程。MG以信息系统及交互式模拟中心为依托,通过软件环境提供一个模拟虚拟

竞争的商业环境。作为MG成员承担了高级管理者的角色,虚拟经营一家总部设

在美国,经营2个品牌腕表,并且在6个不同的国家进行销售的跨国公司。所处

的模拟运营环境,与现实世界的国际市场和国际经营环境相彳以。可涉及市场营销、

研究与开发、生产运作、财务管理、人力资源管理等各个领域。

本文针对雅豪公司在MG环境下三年的虚拟经营,对公司的战略的制定与实

施进行研究。论文首先对战略管理理论进行阐述,包括战略内涵与特征、战略管

理层次、战略的作用、战略管理模型等。其次,是对雅豪公司基本情况的介绍并

对公司所处的宏观环境,产业发展演变,公司所拥有的内、外资源、能力、竞争

优势等进行分析,从而确定雅豪公司2010 - 2012年的竞争定位及核心竞争力。

论文在此之后阐述了如何制定企业2010-2012年三年经营战略,提出经营战略目

标,经营战略选择以及具体的经营战略实施规划,并对战略实施进行风险分析、

可行性分析等战略评价。然后,论文通过分析雅豪公司2010-2012年实际运营情

况,评价公司3年经营战略实施效果。论文最后对雅豪公司进行宏观环境、产业

环境、内部环境及SWOT分析,进而得出雅豪公司2013 - 2015年的企业核心竞

争力,并制定雅豪公司2013- 2015年经营战略规划。

关键词:MG;经营战略;战略实施

II

东北大学硕士学位论文
Abstract

Research on Development Strategy Establishment and Implement of

Yahao Co., LTD in MG Environment

Abstract

MG (Management Game) is a simulation enterprise operation course which is

designed and developed by Carnegie Mellon University. MG is based on information

and internet technology, and the software environment provides a framework that

simulates a competitive business situation. As a Management Game player,the

students play as the senior executives respectively in a team and run a multi-national

company, based in the United State, which produces two brands of watches and sells

them in six different countries. MG environment is to mimic actual international

market and economic environment. It concerns marketing, research and developing,

operation, finance and human resources management etc.

Part of MBA students from Northeastern University in 2010 applied for joining

MG course. Every 5 to 6 students worked as a team and operated a multinational

company in different non-competitive world. However,the competitive companies in

a world are consist of the teams from different countries, such as US, China,Chile,

Russia etc. All the students in a team are in charge of general operation,marketing,

operation and finance fimction executives respectively.

The writer was the CEO (Chief Executive Officer) in Yahao Company Ltd. in

MG environment. This thesis concerns the research on business development

strategy's establishment and implementation in MG environment for the year from

2010 to 2013. The outline and main contents are as follows,

First, introduce MG and the related research background, the main research

content,method and methodology in MG environment. Also the thesis introduce the

related management theory, including strategy's real meaning and characters,strategy

management, administrative levels of strategy management, the function of