该项目以计算机网络为平台,通过几个国家MBA学员的共同参与,构建一个动态模拟
企业经营的竞争环境。在这样的环境中,设立了企业经营所需的不同职能,通过分工与
合作,使参加者参与公司总体经营战略的制定及实施、市场营销战略、产品的生产研发
战略以及财务战略的决策过程,达到对所学各门知识的综合运用。与此同时,企业外部
环境出现的风险和竞争,锻炼了学员在竞争与压力下怎样管理经营公司,应对所处环境
的变化,并确保企业实现近期及远期目标。

达克斯国际表业有限公司(简称达克斯公司)是该项目模拟运营的一家公司,管理团
队由六名学员组成,共同负责整个公司的发展、市场营销、产品生产及财务管理。作者
是该公司的奇迹品牌市场营销总监,负责判定奇迹品牌市场的经营、竞争环境,制定奇
迹品牌的营销战略、具体的定价、促销等营销策略。本文是根据MG环境中达克斯公司
奇迹品牌市场的三年模拟营销过程总结而成的。

全文共分七章。第一章为MG课程及达克斯公司的概况。第二章介绍了营销战略的
理论及制定过程,这些是指导此篇论文的理论基础。第三章首先以历史经营数据为基础,
对达克斯公司奇迹品牌市场所处环境进行分析。第四章在对历史环境分析的基础上,对
达克斯公司奇迹品牌的市场营销战略进行决策、制定了战略规划及相对应的营销组合策
略。第五章是营销战略在2011-2013年三年经营过程中的实施分析与战略调整。第六章
是对2014-2016年奇迹品牌产品的营销战略规划。最后一章是论文的结束语。

关键词:Management Game;营销战略;战略规划;战略实施
东北大学硕士学位论文
Abstract
Abstract
Management Game (MG) is a simulation system about enterprise management training
made by Carnegie Mellon University, USA. This system uses computer network as a platform
to build a dynamic competitive business environment and also requires several MBA students
from different countries to participant. In this environment, the participants could use their
knowledge which they get from classes. By setting up different functions in a company and
requiring task division and cooperation, the participants could have their own opinions on the
formulation and implementation of overall business strategy,marketing strategy, production
strategy and financial strategy. At the same time,when a company faces some risks and
competition in external environment, the trainees could practice how to manage and operate a
company under the pressure of competition and how to response to changes in the
environment and ensure the company achieving both short and long term goals.
DUX International Watch Co_,Ltd. (DUX Watch Inc.) is a simulated company established
by six MBA students from North-eastern University. The six students form a management
team and have responsibilities separately, such as managing the overall development of the
entire company, marketing, production and finance. I was marketing director of the DUX's
miracle brand and was responsible for analysing the management and competitive
environment of the miracle brand and setting down the market, pricing and promotion
strategies of the miracle brand. This article is a summary which is based on the simulated
marketing process of DUX's miracle brand in three years under MG environment.
This article is divided into seven chapters. The first chapter is the overview of MG
courses and DUX's profile. The second chapter introduces the theories and formulation
processes of marketing strategies, which are the main theories of this article. The third chapter
analyses the market environment of DUX's miracle brand, which is based on the historical
operating data. The fourth chapter focuses on analysing historical environment. It is about
how to decide, develop and correspond to marketing strategies of DUX's miracle brand. The
fifth chapter is about implementation analysis and strategic adjustment of the application of
marketing strategies in three years from 2011-2013. The sixth chapter focuses on the