D大学EMBA教育品牌建设研究

发布时间：2018-04-10 21:55

本文选题：EMBA教育 + 教育品牌　；参考：《电子科技大学》2016年硕士论文

【摘要】：高速发展的市场经济、快节奏的全球化进程加大了社会对人才的需求,特别是对高素质高层次的复合型人才的巨大需求,国内优秀经理人的缺口呈现继续增加的趋势。为满足市场对优秀经理人等高层管理人才的需求,高级管理人员工商管理硕士(EMBA)专业学位办学试点于2002年在国家的指导下应运而生。然而经过十余载的发展,伴随着我国教育制度的变革和教育市场的开放,各大高校纷纷放大招出奇招抢占市场,高级管理人才被社会报以越来越高的要求,EMBA的教学也被高级管理人才期待值越来越高,高校EMBA教育项目之间的竞争越来越激烈,特别对于处于同一地域、同一办学层次的不同高校之间竞争的程度不言而喻。EMBA作为一种特殊的教育模式逐渐从原来的卖方市场逐渐转变为买方市场,为了满足不断提高的人才需求,在激烈的竞争中保持优势,高校的EMBA教育项目必须整合资源,提升质量,打造形象,品牌建设刻不容缓。D大学是国务院学位办公室首批授予承办EMBA学位教育的院校之一,14年来在EMBA教育领域进行了积极的探索,逐渐适应中国发展环境的同时,形成了自己的教学理念和发展思路,但仍存在有待提高之处,阻碍了D大学EMBA教育更快更好的发展。笔者在D大学EMBA教学环境下熏染多年,对D大学EMBA教育现状的改进和中国EMBA教育现状的研究满怀激情。本文结合当下国内外EMBA教育研究和教育品牌研究的背景,针对D大学目前EMBA教育运行状况,基于教育品牌理论和实践调研两方面综合得出影响D大学EMBA教育品牌建设的关键因素,包括教学质量、师资水平、校园文化、办学特色、学校层次、管理水平、学习方式、课程设置、品牌传播九大因素,并用问卷调查分析的方法对关键因素进行分析和评判。最后根据分析关键因素的结果,分析出当前D大学EMBA教育品牌建设的五个薄弱点,面临课程设置无特色、品牌传播力度小、教学质量有欠缺、办学特色不鲜明、EMBA教育项目管理水平亟待提高等五方面问题。本文针对这些问题提出相应的改进建议,以期为D大学EMBA教育项目的发展提供一定的经验和理论价值。
[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.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：C93-4;G643

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