Research On Huaqiao University MBA Education Project Marketing Strategy

Located in the famous city of Quanzhou which is the home town of overseasChinese, the MBA education centre of HuaQiao University is in the economic zone tothe west of Taiwan Straits, and there are several advantages of it, including regionalcharacteristic, teaching characteristic, managing characteristic, for overseas Chinesestudents and the abundance grads resources. However, the maturity of itsdevelopments and its brands value still need to be improved because of its laterstarting, mainly performing like one hand that it has to compete with other keyuniversities’ MBA education, in the other hand it indeed has several disadvantagesitself, like indefinite object markets, insufficient propaganda, less capital sources,imperfect organization structure and so on.At the basis of this situation, Huaqiao University’s MBA have to makemarketing strategy to open the object markets and so as to get big progresses in longtime. Following its development demands, the paper studied in the marketing strategyabout Huaqiao University’s MBA education, and has finished several parts of tasks asbelow:Firstly, studied and analyzed the marketing environments of HuaqiaoUniversity’s MBA education, including external environments, internal environmentsand SWOT analysis. And the analysis to the external environments has been dividedinto two parts as macro environments analysis and industrial competitionenvironments analysis; then to internal mainly about its’ resources and capability. AndSWOT matrix was used to recognize its’ strengths and weaknesses, the opportunitiesand threats it was facing up to.Secondly, according to the analyzed results of SWOT matrix, the marketingstrategy of Huaqiao University’s MBA education was made out, which containedthree tasks as following: market segmentation; market orientation; and marketingtactics combinations. As the core part of marketing strategy, marketing tacticscombinations were compromised with basic marketing tactic combination based on 4P and enhanced marketing tactics combination based on4C.Thirdly, in order to guarantee the implementation efficiency of the the marketingstrategy made out above, the paper put out he implementation plan and key pointsthat should be paid attention to during the implementation course of it.