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,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,北京大学光华管理学院王其文,*,商科教学创新课程的建设,企业经营模拟在课程中的应用,北京大学光华管理学院,王 其 文,Wqw,gsm.pku.,edu,.,cn,10/7/2024,1,北京大学光华管理学院王其文,内容提要,一、商务决策模拟定义及类型,二、企业竞争模拟介绍,三、商学院实验教学探索,四、企业竞争模拟软件举例,五、商科实验教学展望,10/7/2024,2,北京大学光华管理学院王其文,一、决策模拟定义及类型,Simulation,模拟,实物模拟飞机设计,实务模拟模拟法庭等,情景模拟随机现象、虚拟环境,军事模拟沙盘、军事演习,商务模拟(,Business Game,与,Business Simulation),特点:反复算计、比划、演练,商务决策模拟用模拟的方法解决决策问题,10/7/2024,3,北京大学光华管理学院王其文,商务决策模拟类型,风险决策模拟,商务流程模拟,证券投资模拟,企业竞争模拟,10/7/2024,4,北京大学光华管理学院王其文,风险决策模拟,面对随机变化的环境,如何决策?,特点:用随机数模拟面对的随机现象,分析不同决策的效果(收益均值、风险等),例:一投资环境,输的概率为2/3,输1万,;,赢的概率为1/3,赢2万。若能重复投资,如何投资能将胜率提高到90?(风险投资3.,xls,),10/7/2024,5,北京大学光华管理学院王其文,商务流程模拟,在实验室模拟实际的商务流程,会计分列帐目练习,北京工商大学商业银行柜台业务实践,运用计算机软件模拟,中国人民大学国际贸易电子商务模拟,SIMEC,对外经贸大学国际贸易实务模拟,特点:规范操作练习,不同类型角色,10/7/2024,6,北京大学光华管理学院王其文,证券投资模拟,在线模拟,在实验室显示实际股市行情,学生得到等量的虚拟货币,按实际行情买卖股票,一段时间后,比较资本收益大小,并总结投资过程的成败得失。,北京工商大学、北京科技大学等,特点:股市走势变化莫测,用虚拟货币演习,其它:外汇交易、期指交易模拟等,离线模拟,用软件模拟股市行情,让学生进行股票买卖。,北京科技大学股市模拟软件,并组织了多校的比赛。,10/7/2024,7,北京大学光华管理学院王其文,企业竞争模拟,多个同类的企业,在模拟的市场环境里,连续进行生产、营销、财务、人事、战略等决策,经多期,比较经营业绩。,模拟平台:,沙盘、实物道具等平台(形象、直观),计算机、网络、软件平台(情景更复杂,信息更丰富,决策过程数据保留),特点:竞争性、综合性,例:国内外多种模拟软件,10/7/2024,8,北京大学光华管理学院王其文,商务决策模拟类型比较,风险决策模拟,商务流程模拟,证券投资模拟,企业竞争模拟,练,算,比,战,10/7/2024,9,北京大学光华管理学院王其文,二、企业竞争模拟介绍,企业竞争模拟的特点,企业竞争模拟的由来,企业竞争模拟在国外,企业竞争模拟来中国,企业竞争模拟之效果,10/7/2024,10,北京大学光华管理学院王其文,企业竞争模拟的特点,Business Simulation,Business Game,“,商务模拟”,“企业竞争模拟”,特点“竞争”、“商战”,企业经营的背景,多个决策主体,竞争关系,资源相等的企业,与,个人投资游戏不同,与,股市投资模拟不同,适合组织比赛,10/7/2024,11,北京大学光华管理学院王其文,企业竞争模拟之流程,把学员分成若干组,分别代表若干企业。,设生产、营销、财务、人事和总经理,对企业的生产、营销、财务、人力资源以及经营策略,,逐期,做出决策。,根据模拟的,市场环境,,确定企业的经营状况,评估企业的经营业绩。,10/7/2024,12,北京大学光华管理学院王其文,企业竞争模拟的由来(1),The first business game 1930,苏联,列宁格勒理工学院,1950年代,应用计算机的企业竞争模拟兴起。,1990年代以后,基于网络的模拟软件兴起。,10/7/2024,13,北京大学光华管理学院王其文,企业竞争模拟的由来(2),The origin of the business simulation game dates back to,1955,.In that year,the Rand Corporation developed a simulation exercise called,Monopologs,which focused on U.S.Air Force logistics(Jackson,1959).,Monopologs,required its participants to perform as,inventory managers,in a simulated Air Force supply system.The Air Force continued the use of,Monopologs,for many years and reported it to be a highly successful training device.,wqw,:,Anthony J.,Faria,“BUSINESS SIMULATION GAMES AFTER THIRTY YEARS:CURRENT USAGE LEVELS IN THE UNITED STATES”,,Guide to Business Gaming and Experiential Learning,1990,10/7/2024,14,北京大学光华管理学院王其文,企业竞争模拟的由来(3),The first practical and successful business game,Top Management Decision Simulation,was developed by the,American Management Association,in 1956 and was used in numerous management development seminars attended by academicians and business managers(Meier,Newell and,Pazer,1969).,10/7/2024,15,北京大学光华管理学院王其文,企业竞争模拟的由来(4),The consulting firm of,McKinsey,&Company developed the,Business Management Game,in 1957 for use in its management seminars(,Andlinger,1958),The,University of Washington,became the first university classroom user of a business game when a simulation developed by Schreiber was used in a business policy course in 1957(Watson,1981).,10/7/2024,16,北京大学光华管理学院王其文,企业竞争模拟在国外(1),In the earliest study of this type,Dale and,Klassen,(,1962,)surveyed,107,AACSB member schools and found that,Two,of the responding schools were using business games in at least one course.,Two surveys undertaken in,1967,reported that,91%,(Graham and Gray,1969)and,94%,(Day,1968,)of sampled AACSB schools were using simulation games.,Finally,in order to gauge usage level changes,Roberts and Strauss(1975)resurveyed the same schools that Dale and,Klassen,had surveyed in 1962.Simulation game usage at these schools had increased to,94.5%,in 1975 from 71.1%in 1962.,10/7/2024,17,北京大学光华管理学院王其文,企业竞争模拟在国外(2),Anthony J.,Faria,(,1990,),A total sample size of 671.A total of 410 returns.,Projecting the,86.1%,usage rate found in this survey to all,2,013,four year degree granting schools results in an estimate of,1,733,schools in which business games are currently being used.,If only the AACSB member responding schools are examined.,95.1%,of this group are simulation game users.,10/7/2024,18,北京大学光华管理学院王其文,企业竞争模拟在国外(3),A Summary of Business Game Usage Based on the Findings from the Current Survey(1990),Number,Business Games Available Approximately,228,Four Year Schools Using Business Games,1,733,Courses in Which Business Games are Used,3,813,Business Instructors Using Business Games,8,553,Business Firms Using Business Games,4,391-5,872,10/7/2024,19,北京大学光华管理学院王其文,企业竞争模拟应用课程,Simulation Usage by Course Area,Percent of Responding Schools Offering Course,Policy47.6%,Marketing 46.3,Finance 21.8,Management 15.7,Accounting,6.9,Other 13.2,10/7/2024,20,北京大学光华管理学院王其文,企业竞争模拟来中国,八十年代初,大连理工学院企业管理培训班,1995年9月,,IBM,中国对公司管理人员进行培训-专家讲课、企业竞争模拟,1998年中国,MBA,教育指导委员会选择15门推荐课程组织研讨,包括决策模拟。,10/7/2024,21,北京大学光华管理学院王其文,国际企业管理挑战赛(,GMC),GMC-Global Management Challenge,挑战赛的国际组委会常设在葡萄牙里斯本。,从1996年起,中国大陆参加的国际企业管理挑战赛,GMC,第17届比赛。,北京交通大学、对外经贸大学、四川大学、中山大学、西安交通大学、北京理工大学等代表中国赛区参加国际比赛,获得优异成绩。,胡玉龙、欧阳洁等老师对推进,GMC,比赛作出了贡献。,10/7/2024,22,北京大学光华管理学院王其文,教学培训应用举例,
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