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1、管理商学院和经营企业没有什么不同（There is no difference between a management school and a business enterprise）In 1996, a hundred years of history in the Shanghai Jiao Tong University on Aetna International Group funded $10 million to build the Aetna School of management (hereinafter referred to as the World Univers
2、ity). Today, the world university has become the leading brand of the business school. The current Dean Professor Wang Fanghua is a well-known marketing experts, is the main founder of the brand s university. In an interview with fortune (Chinese) journalist Li Quanwei, Wang Fanghua called on China
3、to have more professional deans, who run business schools like business firms.Wealth (Chinese Edition) Q: Yale Jiaotong University and other domestic business schools compared to what is the difference?Answer: the unique world first is Jiaotong University, first put forward to the brand of the road.
4、 We are aware of its brand management education needs, Jiaotong University to extend their brands can not always rely on the prestigious title of Shanghai Jiaotong university. Business management education competition will become increasingly fierce, and who can stay ahead, the key depends on the br
5、and. So put forward its Jiaotong University Brand Management and brand on innovative ideas, teaching quality and students social identity, height height of support etc.I am a marketing professor, so as Dean, I use the marketing concept to build the college brand. I often say a word is: to regulate q
6、uality assurance, quality brand, brand development. For marketing, some people will think that is publicity, advertising, in fact, marketing is fundamental quality. Chinas MBA must have a set of MBA standards in line with international standards to ensure quality, such as teacher recruitment, curric
7、ulum setting, curriculum review and so on, should be standardized.Q: in addition to the brand building, and what its characteristics of Jiaotong University?Answer: there are business schools that must meet customer needs. This is an age of competition, and the reason why students apply to your busin
8、ess school is that you can meet their needs. Business schools must change for this purpose. Professor centered, and now should be student centered, teaching content should keep pace with changes in the market. The students are regarded as the world university users are products, is the user to meet
9、his needs, improve the satisfaction of products; is strictly processing, teachers are required to pay close attention to the quality of teaching, not defective.Its location is the basis of the theory of University marketing. Our position is to become a leading domestic, world-class, world-renowned b
10、usiness school. Domestic leading is MBA education, in the domestic pre row. To do this, you must understand your core strengths. First of all, Shanghai Jiaotong University is a 100 year old school, 1918 on the establishment of the school of management; secondly, the fate of Shanghai Jiaotong Univers
11、ity and enterprise, we train entrepreneurs and engineers; third, Jiaotong University located in Shanghai, Shanghai is the industry concentrated areas, which for us to cultivate talents directly provide a place; fourth, the worlds Jiaotong University go earlier and firmly on the international road, b
12、ack in the early 1980s with the Walton School of business exchange; fifth, we have domestic first-class teachers, teachers in the construction and standardized management in China is the leading.Of course, if you want to become a world-renowned business school, you must increase investment in all as
13、pects. Our investment in hardware facilities last year was $25 million, and many of our visiting and communicating peers said we were on the same hardware as internationally renowned business schools. This investment is not invested by the state, but rather by the tuition. In contrast, in the introd
14、uction of teachers, teaching cases, such as the transformation is in accordance with this positioning. We know the difference between ourselves and the worlds best business schools, but we are improving every year.Q: did you use marketing in your business? Can you give me an example?Answer: the busi
15、ness world Jiaotong University a good use of the marketing theory, including product packaging and price positioning is so. Our price for EMBA was 258 thousand yuan in 2004. This charge is the highest in all Chinese EMBA. We think EMBA tuition from 180 thousand yuan to 250 thousand yuan, there is no
16、 big difference,But we give the user a concept: This is the most high-end products, the most high-end products often means the highest quality.Q: what did the world university out of the ordinary problem?A: I think the common problems facing the world university is the school of business, is the construction of teachers. Although the structure of teachers and the quality of the domestic business school has been a good change, for example,
