管理博弈(简称MG)是美国卡耐基梅隆大学采用计算机技术开发开设的互联网上

互动式模拟经营系统,以大量贴近现实情况的数据创建虚拟市场,模拟三年经营实践。

东北大学的MG课程,是建立在卡耐基梅隆大学所创建的该应用型企业管理项目的基础

之上的。

参加模拟经营的各MG团队要通过对历史报告的分析和管理直觉,制定当期经营决

策,并把经营决策转换成决策变量,输入MG模拟竞争环境的软件,经过软件的模拟给

出相关的市场信息。经过模拟三年的虚拟经营竞争,团队所有成员不断完善对经营管理

的认识和对市场的感知,从而提高经营管理能力。MG课程以其对学生综合能力培养和

锻炼的直观性和高效性,受到欧美、日本等国的工商管理学院和各大公司的普遍欢迎,

纳入MBA的课程体系或用于公司员工的培训。在2012年的MG项目中,共有来自美

国、中国、曰本、智利、俄罗斯、乌克兰的数十支团队参与角逐。

五名成员组成一个公司,五个公司在一个世界中竞争,五个世界组成一个宇宙。每

个世界中都有日本、中国、墨西哥、美国、德国、英国六个市场,各公司用其生产的高

低两档手表产品在各个市场展开竞争。每季度为一期,每期期初进行一次输入,经过系

统的运算,得到期末各项报表。公司根据报表上详尽的数据做出下一期的决策,三年的

模拟经营总共要做出12次的决策。企业界经理人士和来自各相关专业的教授组成董事

会,负责审议管理团队的年度报告和战略计划,对团队的经营思路和计划做出指导,并

对公司经营的状况和团队中的个人表现做出评价。

aXitime公司是虚拟组建的跨国手表企业。生产高档产品Feel和低端品牌产品

Change,五名成员分别担任公司CEO、COO、CFO,高端品牌CMO和低端品牌CMO,

担当公司的生产运营、市场销售、财务等职能。论文各章节分别介绍公司概况及三年的

模拟经营业绩、公司总体战略制定情况(包括市场营销战略、生产运营战略和财务战略)、

战略实施情况、战略调整与改进情况以及整个模拟经营中的个人体会和建议。

关键词:管理博弈;模拟;战略;运营;

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东北大学硕士学位论文
Abstract

Research on the Formulation and Implementation of the Operating Strategy of

AXi l lME in Management Game

Abstract

Management Game (hereafter MG) is a simulated operating system developed by

Carnegie Mellon University with computer technology, in which a simulated market is created

under data originated in reality. Students shall work in the system for three simulated

operating year. The MG course of Northeastern University is established upon this practical

enterprise managing project created by Carnegie Mellon University.

They shall make up operating decisions based on historical data and their instinct, and

realize them by inputting variables into the online system that simulates the competing market,

which then offers digits after complex calculation. During the whole three-year simulated

competing operation, each member of the teams has been completing his understanding and

insight of business management and market, leading to an update of his ability of business

administration. With its intuition and effectiveness in cultivating and training of students'

comprehensive capability, MG course is widely welcomed by institutes of business

administration and companies in Europe, America and Japan. Some of them even make it as

part of MBA educating system or employee training system. Dozens of teams from America,

China, Japan, Chili, Russia and Ukraine participate in MG of 2012.

Five students form a company, five companies compete in a world, and five worlds form

汪 universe. Each company in one world compete with a high-end brand of Watch and a

low-class brand of watch in the six markets of Japan, China, Mexico, USA, Germany and UK.

Every season is one period. One company shall input their digits for business decision at the

beginning of each period and gets the statement sheets at the end, which will be the

foundation of the next input. Twelve inputs shall be made during the whole three-year

simulated operation. Professional managers and related professors form the board of directors,

in charge of the estimation of the annual reports including strategic programs of the company,

the instruction of their business idea and program, and the evaluation of the team and the

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