ManagementGame课程(简称MG)是由美国卡耐基梅隆大学主办的一个国际企业
模拟管理的博弈项目,是MBA学员传统毕业论文的等价课程。MG课程依托计算机工
具和互联网应用技术为支撑,参赛队员模拟国际跨国公司的高层管理者,联合虚拟运营
并管理一家腕表生产企业。各参赛公司学员经过3年的模拟经营与市场竞争,通过对企
业发展所需的经营战略、市场营销战略、产品生产战略、财务管理战略等战略内容的制
定与实施研究,使MBA学生进一步理解、消化、掌握并运用所学理论知识,进而大幅
提高并塑造学员作为国际化公司高层管理人员所必须具备的能力。
凤凰国际表业有限公司是由东北大学2009级MBA三班同学参与MG项目时创立
的一家虚拟的国际腕表公司。凤凰国际管理团队经由六名MBA学员组成,分别负责公
司的总体发展、营销、生产及财务部分职能工作。公司设一名首席执行官、二名销售总
监、二名首席运营官和一名首席财务官。公司在中国和美国设立生产基地分别地生产精
准系列和传奇系列产品。两种产品均销往美国、德国、英国、日本、墨西哥和中国等六
大市场。本人在该项目中担任凤凰国际的首席执行官,作为公司决策层的重要一员,全
面参与了企业的管理与控制。
本文就是基于凤凰国际3年管理实践的基础上完成的。全文共分七章,其中第一章
的主要内容为引言,主要对本文形成的背景、凤凰国际的概况、发展历程、组织架构等
以及本文研究的理论框架和主要内容进行简要的介绍,第二章的主要内容为战略管理理
论概述,第三章的主要内容为凤凰国际2010年面临的的战略环境进行分析,包括外部
环境分析、行业环境分析和内部环境分析,第四章的主要内容为凤凰国际20112013
年战略管理规划与选择,包括利润目标、产品目标、市场目标等的制定及具体两个子品
牌发展战略的制定,第五章的主要内容为凤凰国际2011~2013年发展战略实施情况,包
括组织构建、实施控制以及20112013三年的经营成果及后续2014经营目标规划,第
六章的主要内容为凤凰国际20112013年风险防范控制举措,第七章的主要内容为结
束语,是本人对参与MG课程的个人体会及建议。
关键词:MG环境,凤凰国际,经营战略
-II-
东北大学硕士学位论文
Abs tract
Research on Management Strategy of PHOENIX International
Company under MG
Abstract
Management Game is an enterprise management-training course opened by American
Carnegie Mellon, and The Northeastern University introduction in 2001.The course depends
computers and Internet, the students simulates the high-managers of multinationals, they'll
dummy carrying a producing enterprise together. After three years managing and competition,
through establishing and executing the enterprise development tactic, marketing tactic,
producing tactic and financial tactic, make the students understand and grasp the knowledge
more, then bring up and advance the students' ability as a company high-manager.
PI Co., Ltd. is a dummy company founded by the students in North East University
MBA students in due 2011. The manage group consists of six students; they are in charge of
the general development, producing, marketing and finance differently. The company set up a
chief executive, two sales director, two chief operating officer and a chief financial officer.
Companies in China and the United States to set up production, bases are production of
precision series and legend series products. Two kinds of products are exported to the United
States, Germany, Britain, Japan,Mexico and China six big market. I am in the project PI as
the CEO of the company, as the company decision-making layer member, full participation in
the enterprise management and control.
This article is based on the Phoenix International 3 years management practice based on
completed. The full text is divided into seven chapters, the first chapter of the main content of
this paper is the introduction, mainly the formation background, the Phoenix International
Overview, history, organization, as well as the theoretical framework and the main content
was introduced in this article, the main content of the second chapter for the strategic
management theory, the main content of the third chapter is Phoenix International 2010 is
faced with a strategic environmental analysis, including the analysis of external environment,
industry environment analysis and internal environment analysis, the main content of the
fourth chapter for the Phoenix International from 2011 to 2013 strategic management
planning and selection, including the profit target, target, market target formulation and two
sub brand development strategy, fifth chapter's main content is the Phoenix International 2011
2013 development strategy implementation, including the organization of construction,
==>>