本文關(guān)鍵詞： 互聯(lián)網(wǎng)思維 MBA項(xiàng)目 營(yíng)銷(xiāo)戰(zhàn)略　出處：《西南科技大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：MBA教育在西方歷經(jīng)100余年的發(fā)展,也是全球最為成熟的商科教育,為社會(huì)培養(yǎng)了數(shù)以百萬(wàn)計(jì)的管理人才,得到了全社會(huì)的認(rèn)可。中國(guó)經(jīng)濟(jì)如今正保持著高速增長(zhǎng),高素質(zhì)企業(yè)管理人才的缺乏日益顯現(xiàn),企業(yè)轉(zhuǎn)型升級(jí)進(jìn)一步加劇,互聯(lián)網(wǎng)時(shí)代對(duì)于教育產(chǎn)品的營(yíng)銷(xiāo)有了新的含義,這為在中國(guó)歷經(jīng)20余年發(fā)展的MBA教育帶來(lái)了機(jī)遇和挑戰(zhàn),如今的中國(guó)MBA教育正處于教育質(zhì)量與效率并重的快速發(fā)展時(shí)期,雖然有著龐大的生源市場(chǎng),但MBA培養(yǎng)院校如何能突出特色,吸納更多的優(yōu)秀的生源,這是值得思考與研究的。本文對(duì)中國(guó)MBA教育發(fā)展的現(xiàn)狀進(jìn)行了描述,結(jié)合MBA教育發(fā)展相關(guān)理論、傳統(tǒng)營(yíng)銷(xiāo)理論和互聯(lián)網(wǎng)思維的相關(guān)研究以及互聯(lián)網(wǎng)思維的應(yīng)用現(xiàn)狀,在介紹XK大學(xué)MBA教育發(fā)展現(xiàn)狀的基礎(chǔ)上,對(duì)XK大學(xué)MBA教育的營(yíng)銷(xiāo)戰(zhàn)略展開(kāi)了以下研究。首先,對(duì)XK大學(xué)MBA項(xiàng)目所面臨的營(yíng)銷(xiāo)環(huán)境進(jìn)行了分析,從政治、經(jīng)濟(jì)、社會(huì)的角度上描述了XK大學(xué)MBA教育現(xiàn)在所面臨的外部環(huán)境,就競(jìng)爭(zhēng)格局、主要競(jìng)爭(zhēng)對(duì)手、替代者以及消費(fèi)群體方面分析了XK大學(xué)MBA教育所處的行業(yè)競(jìng)爭(zhēng)環(huán)境。其次,挖掘其自身所具備的資源,梳理其發(fā)展的特點(diǎn),整理相關(guān)數(shù)據(jù),并運(yùn)用SWOT分析工具,從戰(zhàn)略發(fā)展的角度審視XK大學(xué)MBA教育的發(fā)展,從而辨識(shí)出XK大學(xué)所具備的優(yōu)勢(shì)與劣勢(shì),其所面臨的威脅與機(jī)會(huì)。結(jié)合XK大學(xué)MBA教育SWOT分析的結(jié)果,提出該校MBA教育的市場(chǎng)細(xì)分和教育定位,圍繞其定位,制定出XK大學(xué)MBA項(xiàng)目的營(yíng)銷(xiāo)戰(zhàn)略目標(biāo)。最后,為保障XK大學(xué)MBA教育營(yíng)銷(xiāo)戰(zhàn)略目標(biāo)的順利實(shí)施,結(jié)合互聯(lián)網(wǎng)思維的運(yùn)用,從服務(wù)、品牌、宣傳、合作等方面制定出相應(yīng)的營(yíng)銷(xiāo)策略對(duì)戰(zhàn)略目標(biāo)進(jìn)行了支撐,并從組織、經(jīng)費(fèi)以及政策方面進(jìn)行了優(yōu)化,并在關(guān)鍵節(jié)點(diǎn)中給予了一定的建議。
[Abstract]:After more than 100 years of development in the West, MBA education is the most mature business education in the world. It has trained millions of management talents for the society. It has been recognized by the whole society. China's economy is now maintaining rapid growth, the lack of high-quality enterprise management personnel is becoming increasingly apparent, enterprise transformation and upgrading further intensified. The Internet era has a new meaning for the marketing of educational products, which has brought opportunities and challenges to MBA education, which has been developing for more than 20 years in China. Nowadays, MBA education in China is in the period of rapid development of education quality and efficiency. Although there is a huge market for students, how can MBA training colleges highlight their characteristics and absorb more excellent students? This paper describes the current situation of the development of MBA education in China, combined with the related theory of MBA education development. On the basis of introducing the current situation of MBA education in XK University, the research of traditional marketing theory and Internet thinking and the application of Internet thinking are introduced. The following research on the marketing strategy of XK University MBA education is carried out. Firstly, the marketing environment faced by XK University MBA Project is analyzed from the political and economic aspects. Social perspective describes the XK University MBA education now facing the external environment, on the competition pattern, the main competitors. On the other hand, it analyzes the competition environment of XK University MBA education. Secondly, it excavates its own resources, combs the characteristics of its development, and collates the relevant data. And using SWOT analysis tools, from the perspective of strategic development to examine the development of XK University MBA education, so as to identify the strengths and weaknesses of XK University. Combined with the results of SWOT analysis of MBA education in XK University, this paper puts forward the market segmentation and educational positioning of MBA education in XK University. Finally, in order to ensure the smooth implementation of XK University MBA education marketing strategy goal, combined with the use of Internet thinking, from service, brand, publicity. Cooperation and other aspects of the corresponding marketing strategy to support the strategic objectives, and from the organization, funding and policy aspects of optimization, and give some suggestions in the key nodes.
【學(xué)位授予單位】：西南科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：G643;C93-4

【參考文獻(xiàn)】

相關(guān)期刊論文 前6條

1 張燕南;胡繼岳;;關(guān)于大數(shù)據(jù)應(yīng)用于教育的思考[J];中國(guó)電力教育;2013年32期

2 李穎;;陳潛:大數(shù)據(jù)時(shí)代的營(yíng)銷(xiāo)變局[J];成功營(yíng)銷(xiāo);2013年10期

3 高軍;王睿;;省屬工科院校MBA教育項(xiàng)目品牌建設(shè)策略探討[J];現(xiàn)代管理科學(xué);2010年05期

4 劉艷紅;;MBA項(xiàng)目的品牌傳播[J];學(xué)位與研究生教育;2010年02期

5 張金海;段淳林;;整合品牌傳播的理論與實(shí)務(wù)探析[J];黑龍江社會(huì)科學(xué);2008年05期

6 楊薇;;中國(guó)MBA教育的現(xiàn)狀及思考[J];科技信息(科學(xué)教研);2007年12期

相關(guān)碩士學(xué)位論文 前2條

1 張萬(wàn)靈;大連理工大學(xué)MBA教育品牌建設(shè)研究[D];大連理工大學(xué);2007年

2 胡智輝;中國(guó)MBA院校（項(xiàng)目）營(yíng)銷(xiāo)研究[D];中南大學(xué);2005年

，

本文編號(hào)：1478267