大连理工大学MBA教育品牌建设研究

发布时间：2018-04-27 12:00

本文选题：大连理工大学 + MBA教育　；参考：《大连理工大学》2007年硕士论文

【摘要】： 中国MBA教育在日益繁荣的社会主义市场经济环境中得到了快速发展。随着竞争的加剧，各MBA培养院校在发展中不断面临着新的挑战。为了形成和保持竞争优势，谋求长期生存和发展，MBA教育需要实施品牌战略。本文首先介绍了大连理工大学MBA教育的基本情况及实施品牌战略的必要性和可能性，然后运用品牌相关理论及内外部环境分析工具，分析了大连理工大学MBA教育所处的市场环境及学员需求，所面临的机遇和挑战，自身的优势和劣势，论述了品牌建设对于MBA教育发展的重要作用，，并针对大连理工大学MBA教育的品牌建设问题进行了探讨和研究，最后提出品牌战略目标、品牌定位及具体的品牌策略和建议。 MBA教育品牌的建设是一个动态的长期过程。应该站在战略的高度，立足于长期生存和发展，以敏锐的洞察力和战略的眼光，时刻关注MBA教育内外环境的发展和变化，及时调整和改变品牌战略实施计划，使一切为学校MBA教育的发展服务。也希望通过本文的研究，为中国MBA教育从业者们提供一些创建品牌的有益思路。
[Abstract]:China's MBA education has developed rapidly in the increasingly prosperous socialist market economy environment. With the intensification of competition, MBA training institutions are constantly facing new challenges in the development. In order to form and maintain competitive advantage, it is necessary to implement brand strategy for long-term survival and development of MBA education. This paper first introduces the basic situation of MBA education in Dalian University of Technology and the necessity and possibility of implementing brand strategy, and then applies the theory of brand correlation and the tools of internal and external environment analysis. This paper analyzes the market environment of MBA education in Dalian University of Technology, the needs of students, the opportunities and challenges faced by them, their own strengths and weaknesses, and discusses the important role of brand building in the development of MBA education. This paper discusses and studies the brand construction of MBA education in Dalian University of Technology, and finally puts forward the brand strategic objectives, brand positioning and specific brand strategies and suggestions. The construction of MBA education brand is a dynamic long-term process. We should stand at the height of strategy, stand on the long-term survival and development, pay close attention to the development and change of the environment inside and outside the MBA education, adjust and change the brand strategy implementation plan in time with keen insight and strategic vision. Make all for the school MBA education development service. The author also hopes to provide some useful ideas for MBA education practitioners in China.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：G643

【引证文献】