羲和国际表业TA品牌生产运营战略制定与实施研究

发布时间：2018-06-29 06:37

本文选题：Management + Game　；参考：《东北大学　》2008年硕士论文

【摘要】： 企业面临的外部经济环境瞬息万变,生产战略管理实践日益受到企业管理者的高度重视。如何有效地利用企业资源,制定与企业外部环境相适应的生产战略,已成为企业生存和发展的头等大事。然而,生产战略的制定并不是企业成功的标志,而仅代表一个良好的开端,有效地实施企业所制定的生产战略才是企业成功的关键。 Management Game课程模拟了一个典型的多国市场竞争环境,各公司的运作及管理涉及到营销、生产、财务、研发等诸多方面。参与者通过“经营”一家在模拟的国际化的市场环境中动态竞争的跨国公司,学习如何在不确定的环境中和限定的时间压力下通过相互协作制定并实施公司战略规划。本文是基于参与模拟经营的羲和国际表业公司的TA品牌生产战略实践而写成的。羲和国际表业公司是MG环境中的虚拟公司之一,总部设在美国的跨国公司,在美国、中国和瑞士设有生产和研发基地,以高、中档腕表为主要产品,产品销往全球三大洲的六个国家。基于对羲和表业公司2008～2010年度三年的TA品牌生产运营战略管理实践,本文详细阐述了经营过程中的TA品牌生产战略的制定与执行,主要内容包括TA品牌生产战略环境分析、TA品牌生产战略的制定和调整、以及TA品牌生产战略的实施和评价等。
[Abstract]:The external economic environment of enterprises is changing rapidly, and the practice of production strategy management is paid more and more attention by enterprise managers. How to make effective use of enterprise resources and formulate production strategy suitable to the external environment of enterprises has become the most important task for the survival and development of enterprises. However, the formulation of a production strategy is not a sign of success, but a good start. The effective implementation of the production strategy formulated by the enterprise is the key to the success of the enterprise. The course of Management Game simulates a typical multinational market competition environment. The operation and management of each company involves marketing, production, finance, Research and development and many other aspects. By "operating" a multinational corporation that competes dynamically in a simulated international market environment, participants learn how to formulate and implement corporate strategic plans in uncertain environments and under limited time pressure by collaborating with each other. This paper is based on the practice of the TA brand production strategy of Xi and the International Table Industry Company. Xi and the international watch industry company is one of the virtual companies in MG environment, headquartered in the United States, multinational companies, in the United States, China and Switzerland have production and R & D bases, with high, medium range watches as the main products, The products are sold to six countries on three continents. Based on the strategic management practice of TA brand production and operation for three years in 2008 and 2010, this paper elaborates the formulation and execution of TA brand production strategy in the course of operation. The main contents include the environmental analysis of TA brand production strategy, the formulation and adjustment of TA brand production strategy, and the implementation and evaluation of TA brand production strategy.
【学位授予单位】：东北大学　
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F416.87

【共引文献】