我国EMBA项目经过十余年的发展,经历了从完全复制,到摸索前进再到不断完善的

过程。EMBA教育项目既秉承了教育的传道授业的本质,同时又具有极大的市场导向,办

学形式呈现多元化趋势,各个学校的综合实力和发展水平参差不齐。如何在激烈的市场

竞争中寻求适合自己的发展之路是各高校亟待解决的问题。

本文首先介绍了EMBA项目的背景及现实意义并阐述了国内外EMBA项目的主要特点,

以及国内EMBA项目的发展现状,并运用PEST分析方法和波特五力分析模型对国内EMBA教

育行业进行外部环境分析,然后利用SWOT战略分析理论分析了我国EMBA项目目前的优势

和劣势、面对的机遇和挑战,从而明确了差异化战略的选择。在差异化战略理论指导下,

具体提出了专业化、市场推广的差异化以及创新三个战略举措。本文从竞争战略的角度,

分析研究我国EMBA项目差异化实施路径,探索一条适合我国EMBA项目的发展思路,期望

能为我国EMBA项目健康发展做出一定的理论贡献。

关键词:EMBA项目;竞争战略;差异化战略

第II页
华东理工大学硕士学位论文

The study on the Differentiation strategy of EMBA program

Take the School C as an example

Abstract

After over ten years' of development,the Chinese EMB A program has experienced the

stages of foil replication, exploration and then to the continuous improvement process. The

EMBA program adhering to the essence of education and marketoriented, showing the

trend of diversification in different forms and types these years. While the comprehensive

strength and level of development is a great difference. Under this circumstance, a correct

positioning and developing strategy will ensure a greater competitive advantage which is the

urgent problem to be solved for the universities that have EMBA program.

This paper describes an overview of the EMBA degree and the development of the EMBA

education in China, and then analyzes the external environment of the EMBA education in

China by PEST analytical method and Porter's Five Forces Model, while analyzing the

advantages,the weaknesses,the opportunities and the threats of the China EMBA by the

SWOT strategy combined with the theory of strategic management, and draw obtained the

strategic positioning and goals of the China EMBA program in a competitive environment,

clearly to take the differentiation strategy. Under the guidance of the differentiation strategy,

put forward three strategic measures, such as differences in specialization, market promotion

and innovation. The author analyzed the development path of the China EMBA program from

the perspective of strategic analysis,and expected to make some theoretical contribution for

the development of China EMBA program.

key words: the EMBA program; Competitive Strategy ; Differentiation strategy