高校MBA教育品牌战略实施研究  

Research on Brand Strategy of Chinese Universities’ MBA Education

作　　者：张千帆[1] 曹翠翠[1] 

机构地区：[1]华中科技大学管理学院,湖北武汉430074

出　　处：《高等教育研究》2013年第5期62-65,共4页Journal of Higher Education

基　　金：湖北省教学改革项目(2012051);中央高校基本科研业务费专项资金资助项目(2011QN105)

摘　　要：我国MBA教育经过20余年的快速发展,已经进入规范办学和同轨竞争阶段。当前,品牌战略是我国MBA教育持续健康发展的关键。提升MBA教育品牌首先必须准确定位品牌,赋予品牌以鲜明特色,同时要建设一流的师资队伍,制定科学的培养方案,实现全过程管理,提高国际化办学水平,塑造和推广品牌形象。After twenty years of rapid development,MBA education in China has come into a phase of fierce competition and standardized schooling.Taking the development of famous MBA education schools at home and abroad as reference,brand strategy is one of the most important ways for the sustainable development of MBA education in China.This paper discusses the connotation of MBA education brand and the necessity of brand strategy and puts forward the following points.Firstly,brand orientation should be clearly carried out and distinctive features must be endowed to the brand.Secondly,it analyzes the functions of the following strategies,namely,building up excellent teaching team,making up scientific programs,implementing the whole process management,increasing international level and building up brand image.

关 键 词：MBA教育 品牌战略 品牌定位 

分 类 号：G643.2[文化科学—高等教育学]