MG环境下TIS公司经营战略的制定与实施研究

发布时间：2018-06-08 00:22

本文选题：Management + Game　；参考：《东北大学》2013年硕士论文

【摘要】：MG项目(Management Game)是由美国卡耐基·梅隆大学研究开发的一个高度仿真环境下的模拟经营训练课程。本课程有国际上多所大学共同参与,依靠计算机和网络技术,模拟了一个世界性的腕表市场竞争环境。该项目通常由4-5名学员组成的经营团队在规定期限内经营和管理一个模拟的跨国腕表公司,并参与全球竞争。每个公司都生产、经营两种腕表产品,即低端的价格敏感性腕表和高端的质量敏感性腕表。每个公司都在在日本、墨西哥、中国、英国、德国和美国等六个国家中选择自己的两个生产基地,并在这六个国家中销售自己的产品。经营团队持续对公司进行三个年度的经营管理,在每一经营年度开始前制定本公司的经营战略、营销战略、财务战略和生产战略；在每一经营年度结束后,向由五名专家组成的公司董事会作董事会报告,董事们依据报告内容,对公司经营情况及团队成员表现进行提问及点评,依据经营结果的好坏,对团队成员作出评价。TIS腕表股份有限公司(简称TIS公司)是由东北大学工商管理学院2011级3班的四名MBA学员组成的管理团队在2013年至2015年问所运营的公司,其中由周凯任首席执行官(CEO),负责公司的整体运营和经营战略规划；由王健任市场总监(CMO),负责公司市场销售战略的制定及实施；由董长利任生产总监(COO),负责公司生产战略的制定和实施,负责公司两大工厂的运营和产品生产和研发；由赵耀任财务总监(CFO),负责公司财务战略的制定及实施。本论文首先对TIS公司所处的内外部经营环境进行了系统的分析,结合世界腕表行业的发展趋势和公司的经营理念,制定了TIS公司2013-2015年的经营战略规划；论文也介绍了TIS公司在模拟运营实践中的具体战略制定、战略实施、实施结果评估以及战略调整的情况,并结合相关理论对其整个过程进行了系统的总结分析；论文以TIS公司为例,对战略制定过程中出现的问题和战略实施过程中出现的新情况进行了系统思考,并对TIS公司经营战略进行了重新规划和设计,提出了TIS公司2016-2018年的经营战略规划；最后是本论文作者的实践体会
[Abstract]:MG Project Management Gameis a highly simulated business training course developed by Carnegie Mellon University. This course, with the participation of many international universities, simulates a worldwide market competition for wrist watches by computer and network technology. The project is typically run by a team of 4-5 students who operate and manage a simulated multinational watch company within a specified time frame and compete globally. Each company produces and operates two types of watches, low-end price-sensitive watches and high-end quality-sensitive watches. Each company selects two of its manufacturing bases in six countries, including Japan, Mexico, China, the UK, Germany and the United States, and sells its products in those six countries. The management team shall continue to operate and manage the company for three years, and shall, before the beginning of each operating year, formulate the company's business strategy, marketing strategy, financial strategy and production strategy; after the end of each operating year, Report to the board of directors of a company composed of five experts. According to the contents of the report, the directors question and comment on the company's operating situation and team members' performance, and according to the quality of the business results, Tis Watch Co., Ltd., a management team of four MBAs from Class 2011 to Class 3 of the School of Business Administration of Northeastern University, asked the company from 2013 to 2015. Among them, Zhou Kai is the chief executive officer, responsible for the overall operation and strategic planning of the company, and Wang Jian is the marketing director, responsible for the formulation and implementation of the marketing strategy of the company. Dong Changli as production director, responsible for the formulation and implementation of the company's production strategy, responsible for the operation of the company's two major factories and product production and R & D; Zhao Yao-Ren financial director, responsible for the formulation and implementation of the company's financial strategy. Firstly, this paper makes a systematic analysis of the internal and external business environment of TIS Company. Combining with the development trend of the world wrist watch industry and the company's business philosophy, the paper formulates the strategic plan of TIS Company for 2013-2015. The paper also introduces TIS company in the simulation operation practice in the specific strategy formulation, strategy implementation, implementation results evaluation and strategic adjustment, and combined with the relevant theory of its entire process is systematically summarized and analyzed; Taking TIS Company as an example, the paper systematically ponders the problems in the process of strategy formulation and the new situation in the process of implementing the strategy, and replans and designs the management strategy of TIS company. This paper puts forward the management strategy plan of TIS Company from 2016 to 2018, and finally, the author's practical experience in this paper.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F416.87

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