基于互联网思维的XK大学MBA项目营销战略研究

发布时间：2018-01-31 05:00

本文关键词： 互联网思维 MBA项目营销战略　出处：《西南科技大学》2017年硕士论文　论文类型：学位论文

【摘要】：MBA教育在西方历经100余年的发展,也是全球最为成熟的商科教育,为社会培养了数以百万计的管理人才,得到了全社会的认可。中国经济如今正保持着高速增长,高素质企业管理人才的缺乏日益显现,企业转型升级进一步加剧,互联网时代对于教育产品的营销有了新的含义,这为在中国历经20余年发展的MBA教育带来了机遇和挑战,如今的中国MBA教育正处于教育质量与效率并重的快速发展时期,虽然有着庞大的生源市场,但MBA培养院校如何能突出特色,吸纳更多的优秀的生源,这是值得思考与研究的。本文对中国MBA教育发展的现状进行了描述,结合MBA教育发展相关理论、传统营销理论和互联网思维的相关研究以及互联网思维的应用现状,在介绍XK大学MBA教育发展现状的基础上,对XK大学MBA教育的营销战略展开了以下研究。首先,对XK大学MBA项目所面临的营销环境进行了分析,从政治、经济、社会的角度上描述了XK大学MBA教育现在所面临的外部环境,就竞争格局、主要竞争对手、替代者以及消费群体方面分析了XK大学MBA教育所处的行业竞争环境。其次,挖掘其自身所具备的资源,梳理其发展的特点,整理相关数据,并运用SWOT分析工具,从战略发展的角度审视XK大学MBA教育的发展,从而辨识出XK大学所具备的优势与劣势,其所面临的威胁与机会。结合XK大学MBA教育SWOT分析的结果,提出该校MBA教育的市场细分和教育定位,围绕其定位,制定出XK大学MBA项目的营销战略目标。最后,为保障XK大学MBA教育营销战略目标的顺利实施,结合互联网思维的运用,从服务、品牌、宣传、合作等方面制定出相应的营销策略对战略目标进行了支撑,并从组织、经费以及政策方面进行了优化,并在关键节点中给予了一定的建议。
[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.
【学位授予单位】：西南科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G643;C93-4

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