摘要
管理模拟运营课程Management Game (MG)由美国卡耐基梅隆大学(CMU)组织
发起,模拟了一个典型的多国市场竞争环境,由来自于美国、F1本、乌克兰、中国等
多个国家的MBA学员组队参与竞赛;整个软件环境中包含多个不同的Universe,每个
Universe中包括4个world,每个world里有五家公司参与模拟竞争。参赛的各支队伍将
模拟运营一家跨国表业公司,公司分别拥有两家不同的生产工厂,生产高、低档两种产
品,销往F1本、中国、英国、德国、墨西哥和美国六个目标市场;该课程让5-6名MBA
学员组成模拟公司的高层管理人员团队经营和管理一家跨国公司,经过为期三年的模拟
经营,使MBA学员们在动态竞争环境的分析判断能力、团队管理与合作技能、公司职能
管理能力以及自我展示能力等方面得到训练,从而提高学员作为商业企业管理者所必备
的技能。

2011年东北大学09界MBA2班的6名同学组成了“环球计时国际表业公司(简称
GT公司)参与MG的模拟竞争。GT公司是MG环境下参与竞争的虚拟公司之一,是
第一个世界的第5家公司(W01F5),本人担任公司的市场营销总监CMO—职,负责低
档手表产品竞速GT-S系列腕表(2011-2013)三年的营销战略制定与实施。

本文是以Management Game环境下GT公司2011年一2013年的三年模拟经营为基
础,阐述公司的营销管理工作,主要包括:通过对历史数据、竞争对手的决策情况及竞
争行为的分析,制定并实施公司市场的营销战略;在营销战略管理理论的指导下,对经
营中所涉及的内容进行总结与分析;以三年经营中营销战略的执行情况为基础,对现实
企业在战略管理和营销战略制定过程中应注意的几点问题进行了探讨。通过参与MG项
目,MBA学员能够在分析、判断能力、战略实施能力、团队管理与合作技能、部门管
理能力以及自我展示能力等多方面得到训练和提高,并能够促进理论知识综合运用能力
的进步。

关键词:Management Game;营销战略;战略规划;战略实施;战略调整
-II-
东北大学颂士学位论文
Abstract
Execute on Brand GT-S Marketing Strategy of Global Timing
International Watch Co., Ltd. in the Environment of MG
Abstract
Management simulation course, mangament game was created by Carnegie Mellon
University (CMU) of America, simulates a typical multinational marketing competition
environment with a multi-national team of MBA students' participation. The students mainly
come from the United States, Japan, Ukraine and China etc. The whole software environment
contains several different Universe, each Universe includes 5 worlds, and there are five
companies to participate in the competition each world. Each team will be participating in a
simulated operation of transnational corporations of world wrist watch industry; respectively,
with two different production plants, which produce two different series of production sold to
six target markets,including: Japan, China, the United Kingdom, Germany, Mexico and the
United States. In the course, 5-6 MBA students simulated an executive management team of
an international corporation. By 3-year simulated operation, it trains MBA students analyzing
and forecasting ability in competitive environment, team management and cooperating ability,
functions management and presentation ability. And, it improves the students to obtain
necessary skills as an executive manager of a company.
In 2011 6 students of 2009 NEU IvIBA II founded Global Timing International Watches
Corporation (GT) for the simulation, GT as one of the virtual companies that participate in
MG is in W01F5. I am in charge of the low-grade watch GT-S's marketing strategic
management and implementation as the company's CMO during 2011 to 2013.
On the basis of the management from 2011 to 2013 simulated by GT Company,the
article expatiates the market managing job, including analysis with the company's historical
data^ analysis to the behavior and the decision of competitors, formulates and implements of
company's marketing strategy in the market; summering and analyzing managing process
under the instruction of management theory; discussing some issues concerning strategy
management and marketing strategy in the real situation. Through the implementation of this
program, the MBA students in this game can make progress in a lot of aspects, including the