The Study On The Differentiation Strategy Of EMBA Program

After over ten years’of development, the Chinese EMBA program has experienced the stages of full replication, exploration and then to the continuous improvement process. The EMBA program adhering to the essence of education and market-oriented, showing the trend of diversification in different forms and types these years. While the comprehensive strength and level of development is a great difference. Under this circumstance, a correct positioning and developing strategy will ensure a greater competitive advantage which is the urgent problem to be solved for the universities that have EMBA program.This paper describes an overview of the EMBA degree and the development of the EMBA education in China, and then analyzes the external environment of the EMBA education in China by PEST analytical method and Porter’s Five Forces Model, while analyzing the advantages, the weaknesses, the opportunities and the threats of the China EMBA by the SWOT strategy combined with the theory of strategic management, and draw obtained the strategic positioning and goals of the China EMBA program in a competitive environment, clearly to take the differentiation strategy. Under the guidance of the differentiation strategy, put forward three strategic measures, such as differences in specialization, market promotion and innovation. The author analyzed the development path of the China EMBA program from the perspective of strategic analysis, and expected to make some theoretical contribution for the development of China EMBA program.