庞克表业格纳瑞品牌生产战略的制定与实施研究

发布时间：2018-11-08 19:48

【摘要】：生产运作管理是企业创造价值的主要环节。提高生产运作的效益,是企业整体推进科学管理的基本前提,尤其在全球经济化的背景下,更是企业提升市场竞争力的必由之路。生产运作的战略管理更是关系到企业战略能否长远发展的关键所在。 Management Game项目提供了一个模拟现实经营的全球性竞争环境。庞克国际表业公司是Management Game环境中众多虚拟公司之一,公司的运营涉及到战略管理、财务管理、生产运作管理、营销管理等方面。庞克公司生产两种产品,一种产品为格纳瑞品牌产品,另一种为高爵士品牌产品,本文作者为格纳瑞品牌产品的生产运营总监,负责庞克公司格纳瑞品牌2009年至2011年的生产运作战略管理。本文基于Management Game环境中庞克公司格纳瑞品牌的实际生产运营战略管理而写成。庞克国际表业公司格纳瑞品牌的生产运作战略是依据企业的总体发展战略和企业的宏观、微观环境而制定和实施。格纳瑞品牌的生产运作战略主要包括物流及供应链战略、产品研发战略、生产能力战略三方面战略内容。庞克公司格纳瑞品牌的物流及供应链战略重点加强库存管理、控制库存成本；增强运输能力、合理调控集装箱数量；降低配送中心成本、确定分市场优先配送顺序。格纳瑞品牌的研发战略是通过提高本品牌腕表的绝对质量和相对质量,遵从研发相关理论,来制定格纳瑞品牌的研发战略,从而增强产品的竞争力。生产能力战略通过三个方面的调控来增加庞克公司的生产能力,给庞克公司提供事实上阻碍其他企业进入的壁垒,提升庞克公司的核心竞争力。
[Abstract]:Production operation management is the main link of creating value. To improve the efficiency of production and operation is the basic premise for enterprises to promote scientific management as a whole, especially under the background of global economy, which is the only way for enterprises to enhance their market competitiveness. The strategic management of production operation is the key to the long-term development of enterprise strategy. The Management Game project provides a global competitive environment that simulates real-life operations. Punk international watch company is one of many virtual companies in Management Game environment. Its operation involves strategic management, financial management, production operation management, marketing management and so on. Punk produces two products, one for the Gnari brand and the other for the high jazz brand. The writer is the director of production and operations of the Gnari brand. Responsible for the production and operation strategy management of Punk Gnari brand from 2009 to 2011. This paper is based on the actual production and operation strategy management of punk company Gnari brand in Management Game environment. The production and operation strategy of punk international watch company is formulated and implemented according to the overall development strategy of the enterprise and the macro and micro environment of the enterprise. The production and operation strategy of the brand mainly includes logistics and supply chain strategy, product development strategy and production capacity strategy. The logistics and supply chain strategy of Gunnery brand of Ponc Company focuses on strengthening inventory management, controlling inventory cost, strengthening transportation capacity, reasonably regulating the quantity of containers, reducing the cost of distribution center and determining the priority distribution order of market. The R & D strategy of the brand is to develop the R & D strategy of the brand by improving the absolute and relative quality of the watch and following the theory of R & D to enhance the competitiveness of the products. Through three aspects of regulation and control, the strategy of production capacity increases the production capacity of Ponc Company, and provides the company with barriers that actually hinder the entry of other enterprises, and promotes the core competitiveness of Ponc Company.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F416.87

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