基于服务接触的MBA教育品牌创新研究

MBA Education Brand Innovation Based on the Service Encounter

MBA教育从本质上讲是一种类商业性质的职业训练。提供最优质的服务,让商学院真正成为学生获取知识、提高职业素质的良好平台,是MBA教育发展的终极目标。我国MBA教育改革是一种内生式改革,即以自主招生为导向,以抢夺生源、寻求发展为驱动,不懈追求教育服务质量改善和品牌创新。MBA教育是整体性的项目,其品牌构建的根基在于MBA教育流程中教职员工与学员相互服务接触点上,是否能为学员带来充分的服务感受,使MBA教育物超所值。本文认为MBA教育品牌建设及其竞争力提升,关键是要扎实做好接触点上的服务创新,给学员带来真真切切的价值增值,还要做好MBA教育品牌形式特色,定位准确、差异化和形象设计,扩大国际影响力。

In essence, MBA education is career training with the nature of business. The ultimate goal of MBA education development is to transform business schools into platforms to provide students with knowledge and higher professional qualities. MBA reform in China is an internal one with relentless pursuit of improvement on education service quality and brand innovation. It is directed by independent enrollment and driven by the competition of student source and development seeking. MBA program is a holistic program. The basis of its brand building lies in the interactive service encounters between faculties and students in the process of education. Whether the program could provide students with sufficient service is the main indicator in defining the value of MBA education. This paper argues that the key to promote MBA brand building and its competitiveness is to realize the service innovation on the service encounter and add value to the program. A well-positioned and differentiated MBA program can draw more attention from the world.