本文選題：EMBA教育 + 教育品牌�。� 參考：《電子科技大學(xué)》2016年碩士論文

【摘要】：高速發(fā)展的市場(chǎng)經(jīng)濟(jì)、快節(jié)奏的全球化進(jìn)程加大了社會(huì)對(duì)人才的需求,特別是對(duì)高素質(zhì)高層次的復(fù)合型人才的巨大需求,國內(nèi)優(yōu)秀經(jīng)理人的缺口呈現(xiàn)繼續(xù)增加的趨勢(shì)。為滿足市場(chǎng)對(duì)優(yōu)秀經(jīng)理人等高層管理人才的需求,高級(jí)管理人員工商管理碩士(EMBA)專業(yè)學(xué)位辦學(xué)試點(diǎn)于2002年在國家的指導(dǎo)下應(yīng)運(yùn)而生。然而經(jīng)過十余載的發(fā)展,伴隨著我國教育制度的變革和教育市場(chǎng)的開放,各大高校紛紛放大招出奇招搶占市場(chǎng),高級(jí)管理人才被社會(huì)報(bào)以越來越高的要求,EMBA的教學(xué)也被高級(jí)管理人才期待值越來越高,高校EMBA教育項(xiàng)目之間的競(jìng)爭(zhēng)越來越激烈,特別對(duì)于處于同一地域、同一辦學(xué)層次的不同高校之間競(jìng)爭(zhēng)的程度不言而喻。EMBA作為一種特殊的教育模式逐漸從原來的賣方市場(chǎng)逐漸轉(zhuǎn)變?yōu)橘I方市場(chǎng),為了滿足不斷提高的人才需求,在激烈的競(jìng)爭(zhēng)中保持優(yōu)勢(shì),高校的EMBA教育項(xiàng)目必須整合資源,提升質(zhì)量,打造形象,品牌建設(shè)刻不容緩。D大學(xué)是國務(wù)院學(xué)位辦公室首批授予承辦EMBA學(xué)位教育的院校之一,14年來在EMBA教育領(lǐng)域進(jìn)行了積極的探索,逐漸適應(yīng)中國發(fā)展環(huán)境的同時(shí),形成了自己的教學(xué)理念和發(fā)展思路,但仍存在有待提高之處,阻礙了D大學(xué)EMBA教育更快更好的發(fā)展。筆者在D大學(xué)EMBA教學(xué)環(huán)境下熏染多年,對(duì)D大學(xué)EMBA教育現(xiàn)狀的改進(jìn)和中國EMBA教育現(xiàn)狀的研究滿懷激情。本文結(jié)合當(dāng)下國內(nèi)外EMBA教育研究和教育品牌研究的背景,針對(duì)D大學(xué)目前EMBA教育運(yùn)行狀況,基于教育品牌理論和實(shí)踐調(diào)研兩方面綜合得出影響D大學(xué)EMBA教育品牌建設(shè)的關(guān)鍵因素,包括教學(xué)質(zhì)量、師資水平、校園文化、辦學(xué)特色、學(xué)校層次、管理水平、學(xué)習(xí)方式、課程設(shè)置、品牌傳播九大因素,并用問卷調(diào)查分析的方法對(duì)關(guān)鍵因素進(jìn)行分析和評(píng)判。最后根據(jù)分析關(guān)鍵因素的結(jié)果,分析出當(dāng)前D大學(xué)EMBA教育品牌建設(shè)的五個(gè)薄弱點(diǎn),面臨課程設(shè)置無特色、品牌傳播力度小、教學(xué)質(zhì)量有欠缺、辦學(xué)特色不鮮明、EMBA教育項(xiàng)目管理水平亟待提高等五方面問題。本文針對(duì)這些問題提出相應(yīng)的改進(jìn)建議,以期為D大學(xué)EMBA教育項(xiàng)目的發(fā)展提供一定的經(jīng)驗(yàn)和理論價(jià)值。
[Abstract]:With the rapid development of market economy and the rapid pace of globalization, the social demand for talents, especially the huge demand for high quality and high level composite talents, has been increased, and the gap of domestic excellent managers has continued to increase.In order to meet the needs of the market for top management talents such as outstanding managers, the pilot program of EMBA professional degree of senior managers came into being in 2002 under the guidance of the state.However, after more than ten years of development, with the reform of our educational system and the opening of the education market, all major universities have enlarged their efforts to recruit strange students to seize the market.Senior management talents are increasingly required by the society. The teaching of EMBAs is also expected to be more and more valuable by senior management talents. The competition among EMBA educational projects in colleges and universities is becoming more and more fierce, especially in the same region.The degree of competition among different colleges and universities at the same school level is self-evident. As a special educational model, EMBA has gradually changed from the original seller's market to the buyer's market, in order to meet the increasing demand for talents.To maintain the advantage in the fierce competition, the EMBA education project of the university must integrate the resources, improve the quality, build the image,Brand building. D University is one of the first universities awarded by the degree Office of the State Council to undertake EMBA degree education. Over the past 14 years, it has made active exploration in the field of EMBA education and gradually adapted to the development environment in China.It has formed its own teaching ideas and development ideas, but there are still some points to be improved, which hinders the faster and better development of EMBA education in D University.The author has been in the EMBA teaching environment of D University for many years, and is full of passion for the improvement of the present situation of EMBA education in D University and the research on the present situation of EMBA education in China.Based on the background of EMBA education research and education brand research at home and abroad, this paper aims at the current EMBA education operation in D University.Curriculum, brand communication nine factors, using questionnaire analysis to analyze and judge the key factors.Finally, according to the analysis of the key factors, the paper analyzes the five weak points of the current EMBA education brand construction in D University, facing the curriculum without characteristics, the little brand communication, and the lack of teaching quality.There are five problems in the management level of EMBA education.In order to provide some experience and theoretical value for the development of EMBA education project in D University, this paper puts forward corresponding suggestions to improve these problems.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：C93-4;G643

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