摘要
MG课程是由卡耐基梅隆大学创办的。课程基于卡耐基梅隆大学的交互式计算机系
统。通过主要经营指标的输入和输出,模拟企业的经营。本文作者与其他五名同学组成
了团队,参加了这个课程。我们团队组建了中国工孚钟表实业有限公司,模拟运行三年。

我作为公司的执行总经理,负责公司总体发展战略的制定和实施。本文正是基于这三年
的模拟经营而成的。

本文共分七章。论文的第一章主要介绍了 MG项目,即MG运行的环境和MG项目
具体运行规则。并阐述了本论文的研究框架与主要研究方法。第二章,介绍了工孚钟表
的概况。包括工孚钟表的发展历程、工孚钟表的组织结构、产品构成、企业使命、企业
文化和工孚钟表的市场覆盖面。第三章,概述战略管理的理论。包括战略管理的内涵、
层次,以及战略管理的特征、作用和战略管理过程模型。第四章,工孚钟表2011-2013
年的环境分析。包括宏观环境、产业环境、内部环境,总结出工孚钟表的SWOT矩阵。

第五章,制定工孚钟表2011-2013年的战略目标,并结合工孚钟表的实际情况,做以战
略选择。第六章,详述工孚钟表2011-2013年发展战略的实施。包括每一年度的战略计
划、战略实施举措和战略实施结果分析。第七章,结束语。

关键词:MG;战略管理;环境分析;战略实施
-II-
东北大学硕士学位论文
Abstract
The Formulation and Implementation of Development Strategy
for Kungfu Co., Ltd. from 2011 to 2013
under MG Environment
Abstract
MG program was established by Carnegie Mellon University, this program was based on
interactive computer system of Carnegie Mellon University. Operate a company in simulation
status by the input and output of key performance indicator. The writer worked with other five
students as a team to participate this program. Our team organized China Kungfii Watch
Company and operated for three years in simulation. As company chief executive, I am
responsible to conduct and implement company general strategic target. This article was
based and in line with the three year simulation operating experience.
There are seven chapters of this article. Chapter one mainly introduces MG project
including MG operating status and MG specific operation rules meanwhile states research
frame and main research method of this article. Chapter two contains company general
information like Kungfu Watch company development process company history, development
situation, company organization, business scope,market coverage company mission and
culture. Chapter three generally introduces management strategy theory which including
management connotation, level, feature and function of strategic management and strategic
management process model. Chapter four introduces company situation analysis of
2011-2013 containing macro environment, industry situation and internal environment to
summarize company SWOT. Chapter five setting up strategy target for the year of 2011-2013
in line with Kungfii Watch Company actual situation to make strategic decision .Chapter six
describes detailed implementation of company develop strategy of 2011-2013 which
including every year strategic plan, strategy implementation process and analysis result of
strategy implementation. Chapter seven, conclusion remarks.
Key words: MG; Strategy Management; Environment Analysis; Strategy Implementation