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Research on Marketing Strategy of MBA Project

编辑: 毕业论文 Release time: 2016-08-29 Editor: Graduation Thesis

Summary

China's MBA education has gone through more than 20 years. The number of training colleges has increased from 9 in the pilot phase in 1991 to 236 in 2011. The competition in the MBA education market has become increasingly fierce, and MBA training colleges are facing new challenges. To achieve further development of China's MBA education, it is necessary to realize changes and innovations in operation and marketing strategies. This article analyzes the current situation of China's MBA education and several issues that restrict the development of China's MBA education in the form of documentary methods, questionnaires, and in-depth interviews. The opportunities and challenges faced by China's MBA education are studied. Objective factors that affect the development of MBA education, and explore the nature and characteristics of MBA education in combination with its development history; put forward the specific marketing strategy of MBA education program of South China University of Technology and the combination of marketing strategies that should be adopted in marketing; In this paper, through the study of the South China University of Technology's MBA education marketing strategy combination, it strives to provide a positive and feasible solution to the problems emerging in the development of South China University of Technology's MBA education, and gives the current needs of South China University of Technology in marketing and quality assurance. Measures taken.

Keywords: MBA program; marketing; research

II Abstract

The history of MBA education has gone through 20 years in China, the number of MBA institution increases from 9 (1991) to 236 (2011), MBA education market has become more and more competitive, MBA Institutions are facing new challenges. To achieve further development, MBA education in China must implement change and innovation in operation and marketing strategy This paper is using the methods of literature, questionnaire, depth interview, etc. It analyzes issues, including present situation of MBA education and restricting the development of the current MBA education problem in China. MBA education in China are facing opportunities and challenges; It studies the envelopment of MBA education and objective factors which impact of the development of MBA education, and discusses the nature and characteristics of MBA education through development of MBA education; It proposed the marketing strategies and the marketing mix of SCUT & rsquo; s MBA education. This paper strive to solve th e problems in the development process of SCUT & rsquo; s MBA education and provide an available solution for marketing and quality assurance, by researching the strategy of marketing mix of SCUT & rsquo; s MBA education.

Keywords: MBA; Marketing; Research

Chapter One Introduction

1.1 Topic selection background and significance

With the development of China's economy, the market's demand for management talents with an international perspective continues to increase, and the scale of enrollment has gradually expanded. Studying for a master's degree on the job has become one of the important ways for workplace elites to improve themselves and expand career development space. EMBA, MBA, ME, MPAcc and other professional degrees that have become the hottest candidates for students in various industries. It has cultivated a large number of application-oriented talents for the promotion of economic and social development and technological progress. How to penetrate the market and create a brand-name special master program that closely follows the market demand has become the current research direction of various business schools. Major business schools need to achieve further development based on changes in the environment and their own development logic. Brand strategy and brand marketing strategy have become an inevitable choice.

1.1.1 Adapt to the changing environment of domestic and international MBA education

From the perspective of demand, in the context of globalization and macro development, Chinese enterprises are facing increasing competition pressure, and their market position and management level are facing severe challenges. In this context, it is more urgent and important for middle and senior management personnel to systematically learn modern theoretical knowledge and improve their management level and leadership ability than in any previous period. In 2009, there were about 40,000 people applying for a professional master's degree in China, which only accounted for 10% of the number of students applying for graduate examinations. But by 2012, the number of applicants for professional masters had reached 437,000, accounting for 26.4% of the number of applicants for the year. In 2013, this number was still rising. From the perspective of supply, for various types of professional and master programs, many universities in China have also set up professional master training points, such as MBA. From 1998 to 2012, China's MBA training units increased from 9 to 236. According to the requirements of the Ministry of Education, in 2013, the increase in China's masters admissions program was mainly used for professional masters. The academic masters program in the existing part was reduced by not less than 5% and used to increase the professional degree program. According to the plan of the Ministry of Education, by 2015, the ratio of professional masters to academic masters will reach 1: 1. With the continuous growth of people's demand for MBA education, the current situation of oversupply of MBA education largely reflects society's affirmation and support for MBA education.

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