The Planning And Researching On The Television Program "China MBA Marketing Competition"

With the continuous development of universities for MBA enrollment in China, the scale of the special group of people with MBA is increasing. Since 1991, China began MBA enrollment for the first time, the current MBA education has entered a new round of upsurge."China MBA Marketing Competition" is the TV program of marketing game oriented at the participating members of MBA and EMBA students from 236 universities in China. This paper made an in-depth analysis and elaboration on the planning program of "China MBA Marketing Competition". Through a detailed comparative analysis, some favorable approaches to organizing these types of TV programs are found out, which can provide decision-making reference for relevant decision makers.First, the paper analyzed the project background, contents and meanings. MBA education innovation, integration of resources of universities and enterprises are of great practical significance. This paper adopts the marketing research, case study and qualitative research methods to carry out the research.Second, the paper analyzed five aspects of "China MBA Marketing Competition" such as strategic positioning, market environment, operation and implementation, marketing and promotion, and balance of financial profit and loss. The detailed contents include:1. STP rule is used to subdivide the project market (select suitable target markets to obtain different market positioning); 2. The potential demands of customer is analyzed through detailed and precise investigation method; 3. Based on the investigation and analysis, the corresponding media PR and network marketing means are developed; 4. Analyze problems which may be encountered in the project marketing process and put forward some solutions; 5. List out the profit models and financial indexes to hold "China MBA Marketing Competition", forecast the project income, expenditures and profit, and give a detailed account of shareholders'investment return.Finally, conclusions and acknowledgements.