Research On Brand Image Construction Of MBA Education In Finance And Economics Universities

After more than 30 years of development in China,MBA education has become an indispensable part of many forms of education in China.It has made significant contributions to improving the level of enterprise management and promoting the development of market economy.Since the reform of the postgraduate Entrance Examination in 2017,the number of MBA applicants has increased year by year.The competition in the education market has become increasingly fierce.Among the all,Universities of finance and economics are highly compatible with MBA education in educational mind and talent cultivating mode.The competition between them is more intense.The MBA education of finance and economics universities should innovate the theory of brand image to guide the effective construction of education brand image,highlighting the differentiation,characterization and specialization of MBA education in the fierce market competition.It is a key action for the MBA education of finance and economics universities to obtain a favorable competitive position and optimize educational resources.This paper develops the application boundary of UIS theory in the field of brand image of specific majors in universities through the combination of qualitative and quantitative research methods.Firstly,grounded theory is used to construct the structural dimension model of MBA education brand image of finance and economics universities,judging that the image construction of MBA education brand of finance and economics universities is a complex and systematic dynamic process that mind is the core,that behavior is the forerunner,that resources are the support.Secondly,the evaluation index of MBA education brand image of finance and economics universities is extracted from the mode.The evaluation system of MBA education brand image construction in finance and economics universities is constructed by AHP.The last,this paper applies the evaluation system to case study,putting forward relevant countermeasures and suggestions from the five dimensions of educational mind,social resources,internal resources,cultivation of talents and school management,providing direction for the brand image construction of MBA education in finance and economics universities in the future.