【作者】 田瑞；

【导师】 叶乃沂；

【作者基本信息】 西南交通大学 ， 工商管理， 2011， 硕士

【摘要】 随着我国MBA招生院校的不断发展,MBA这一特殊群体的人数规模也在不断扩大。自1991年中国首次开展MBA招生以来,当前MBA教育已经进入了新一轮的热潮。《中国MBA营销大赛》是面向中国236所高等院校的MBA和EMBA学员为参赛队员的营销比赛类电视节目。本文对《中国MBA营销大赛》策划方案进行深入的分析和阐述。通过详细的比较分析找出了举办这类电视节目的较优办法,为相关决策者提供决策参考。首先,论文对项目背景、内容和意义进行分析。MBA教育创新、高校资源和企业资源的整合,具有重大的现实意义。本文采用了市场调查、个案研究和定性分析等方法进行研究。其次,论文对《中国MBA营销大赛》的战略定位、市场环境、运作和实施、营销推广、财务盈亏平衡五个方面进行了分析。其中详细内容包括：1、采用STP法则对项目的市场进行了细分(选择合适的目标市场,得出不同的市场定位)；2、通过详细和精准的调查方式分析客户的潜在需求；3、在经过调查和分析的基础上制定相应的媒体公关和网络营销手段；4、分析项目在营销过程中所面临的问题并提出解决方案；5、列举举办《中国MBA营销大赛》各项盈利模式和财务指标,预测项目的收入、支出和利润,详细介绍了股东投资与回报。最后,得出结论并致谢。更多还原

【Abstract】 With the continuous development of universities for MBA enrollment in China, the scale of the special group of people with MBA is increasing. Since 1991, China began MBA enrollment for the first time, the current MBA education has entered a new round of upsurge."China MBA Marketing Competition" is the TV program of marketing game oriented at the participating members of MBA and EMBA students from 236 universities in China. This paper made an in-depth analysis and elaboration on the planning program of "China MBA Marketing Competition". Through a detailed comparative analysis, some favorable approaches to organizing these types of TV programs are found out, which can provide decision-making reference for relevant decision makers.First, the paper analyzed the project background, contents and meanings. MBA education innovation, integration of resources of universities and enterprises are of great practical significance. This paper adopts the marketing research, case study and qualitative research methods to carry out the research.Second, the paper analyzed five aspects of "China MBA Marketing Competition" such as strategic positioning, market environment, operation and implementation, marketing and promotion, and balance of financial profit and loss. The detailed contents include:1. STP rule is used to subdivide the project market (select suitable target markets to obtain different market positioning); 2. The potential demands of customer is analyzed through detailed and precise investigation method; 3. Based on the investigation and analysis, the corresponding media PR and network marketing means are developed; 4. Analyze problems which may be encountered in the project marketing process and put forward some solutions; 5. List out the profit models and financial indexes to hold "China MBA Marketing Competition", forecast the project income, expenditures and profit, and give a detailed account of shareholders’investment return.Finally, conclusions and acknowledgements.更多还原