摘要
Management Game (以下简称MG)是美国卡耐基梅隆大学(Carnegie Mellon
University,简称CMU)管理教育的一门颇具特色的综合课程,该课程主要进行公司运
营的训练。该课程以互联网技术为支撑,通过各国MBA学员模拟跨国公司的管理人员,
虚拟运营一家生产、营销全过程的公司。内容涵盖了企业战略、市场营销、生产组织、
财务管理等多门学科。通过三年的模拟经营与竞争,能够使学员进一步理解掌握所学过
的知识,并利用竞争的方式促使学员综合运用所学过的知识,从而提高学员作为公司高
层管理者所必备的能力。

在MG环境下,每一个世界(WORLD)里有五家公司组成一个行业,每家公司均生
产两个档次的同一种类产品,产品在美国、日本、中国、德国、英国五个零售市场和一
个政府釆购市场上进行竞争。MG模拟系统在每个季度末给出每一家公司的运营结果。

公司的管理团队每一年均需要向由大学老师和外请的企业经营者组成的董事会汇报经
营业绩和下一年度经营计划。

全文共分六章。在第一章概述了 MG课程的背景知识并简要介绍了凤凰国际公司的
概况,在MG课程的背景知识中主要描述了竞争规则及各要素的关联性,凤凰国际公司
的介绍包括公司的历史、公司的组织结构、公司的产品和市场以及公司的总体战略。第
二章描述了生产运作管理的相关理论包括战略与生产运作战略的内涵,生产运作战略的
特征及生产运作战略管理过程的模型。第三章阐述了凤凰国际公司生产运作战略的分析
和制定过程,从宏观环境,自身环境的分析并通过SWOT工具分析凤凰国际传奇表业
的生产战略制定旳条件,并在此基础上选择适合自身的生产战略;第四章分析了 2011
至2013年每年的生产战略的制定和调整。第五章从产能,相对质量,环保等一一分析
如何执行生产战略,并总结了凤凰国际公司生产运作战略的成功与失误。第六章总结参
加MG活动的心得体会。

关键词:生产战略,产能,质量,库存,竞争对手分析
-II-
东北大学硕士学位论文
Abstract
The Selection and Implementation of Operation Strategy for
Legend Watch of Phoenix Company under MG Environment
Abstract
Management Game ( short for MG) is one of the management courses which are run by
Carnegie Mellon University, and it is a comprehensive course that stresses on corporation
operation training. Management Game is b^ed on a computer interact simulation system and
constructs a multinational, dynamic and competitive environmente The game covers many
fields as marketing, strategy, production organization and fianc6 and etoo After 3 years
simulation operation and competition, the MBA students will learn more and master more
knowledge。 So that they can be improved a lot in management competition。

There are totally 5 companies in each world in the circumstance of MG, similar
categories of products are produced by each company, and the products are divided into two
classes : high quality level and low quality level。All of 5 companies compete in one
government's bid market and 5 countries' retail markets,United states, Japan, China,
Germany and British o The operation results are given by the computer system in every
quarter。 Each management team report the performance and the operation plan to the board
meeting annually, the board is composed of university professors and entrepreneurs from
real companies。

The article is divided into 6 parts in total o The background of management game and the
introduction of Phoenix International Company (including organization chart, company
history and overall strategy) is described in the first unit。The relative theory, composed of
contents of production strategy and model of production operation strategy, is introduced in
the second unit。 The third unit made a detailed analysis on botii outside and inside
environment for competition, further made a SWOT analysis accordingly to finalize the
production strategy。 The process of selecting and adjustment of the strategy of production is
cited in the fourth unit。 And in the fifth unit, it is reviewed that the operation performance
of Phoenix International Company in the view of implementation of strategy in the field of
production capacity, relative quality and relative environmental index etc。In the sixth unit,
feelings of operations in MG project is summarized and commented。