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论文编号：	7053
作者编号：	2120112722
上传时间：	2014/12/11 0:35:25
中文题目：	南开大学MTA教育品牌建设研究
英文题目：	The Brand Building of MTA Education in Nankai University
指导老师：	白长虹
中文关键字：	品牌管理 旅游教育 旅游管理硕士专业学位
英文关键字：	Branding Management Tourism Education Master of Tourism Administration
中文摘要：	随着我国旅游产业的快速发展，国家已充分认识到旅游产业将拉动中国经济的发展，近五年内连续发布多项大力发展旅游产业的文件和意见，推动旅游产业的发展。旅游产业的发展也促进了对旅游人才的需求，尤其是旅游高等管理人才的需求。同时，随着旅游管理硕士专业学位（MTA）教育开设4年后，越来越多的高等学校加入到MTA培养单位的队伍中，使国内MTA教育市场的竞争日益激烈。在此大背景下，各培养单位如何在竞争中展现特点，抢占先机，不断发展，成为各培养单位管理者深入思考的课题。笔者认为，解决这一问题最好的办法是用战略经营的眼光，实行教育品牌战略，对MTA教育的发展具有重要的意义。文章围绕“南开大学MTA教育品牌建设”这一问题进行探讨。首先从南开大学MTA教育面临的现实情况入手，介绍了论文的选题背景，对论文研究的深层原因进行了剖析，提出了南开大学MTA教育进行品牌建设的研究意义。文章运用文献研究法对品牌、品牌定位、品牌建设、教育品牌的相关理论进行了系统的总结和梳理，确定了本论文的主要研究依据和内容。文章采用比较分析法、访谈法介绍了我国旅游业、旅游教育的发展现状和趋势，对目前我国MTA教育的基本情况进行了评述。文章通过宏观环境分析（PEST）、竞争环境分析、内部环境分析、宣传推广、SWOT分析六个方面对南开大学MTA教育现状和面临的问题进行了剖析，提出南开大学MTA教育要大力实施品牌建设的举措。文章通过问卷调查法对考生和在校生需求情况进行分析，提出考生和在校生的需求因素是推动南开大学MTA教育品牌建设的导火索。最后，在以上分析的基础上，提出了南开大学MTA教育品牌建设的策略，即通过品牌定位、品牌塑造、品牌传播和品牌维护与发展四个阶段，最终实现南开大学MTA教育品牌的建立和发展。
英文摘要：	With the rapid development of China's tourism industry, China has been fully aware that the tourism industry would boost China's economic development. In the last five years, a number of documents and advices have been continuously released to promote the development of tourism industry. Development of the tourism industry, it also contributed to the demand for tourism professionals, especially for higher travel management talent. Meanwhile, after the Maser of Tourism Administration (MTA) has been established for four years, more and more colleges and universities has started setting up MTA program, it caused the competition had become increasingly fierce. How to show the characteristics, seize the opportunity and keep developing is the main issue for the MTA education institutions. The author believes that the best way to solve this problem is to use strategic business vision, to implement the education brand strategy; it is an important significance for the development of MTA education program. This paper discussed around "Nankai University MTA education program brand building". Firstly this paper expounded the recent situation of Nankai University MTA education program to introduce the research background and identified the significance of brand building. Used literature research to summarize and card the main concepts on brand, brand positioning, brand building, education brand, and identified the main basis and content of this paper. Through comparative analysis and interviews to introduce the development status and trends of tourism industry and tourism education, and reviewed the situation of MTA Program in China. Through external environment analysis (PEST)，internal environment analysis, internal and external comprehensive analysis (SWOT), reputation effects, school characteristics and promotion to analyze the current status and the program of Nankai University MTA Education Program, and suggest that Nankai University MTA Program should implement the brand-building initiatives. Through questionnaires to analyze the demand of candidates and students is the key factor to promote brand building for Nankai University MTA Education Program. Finally, based on the above analysis, proposed the brand building model, that is brand positioning, branding, brand communication and brand maintenance and development, and ultimately established and developed the brand of Nankai University MTA education program.
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