[原创]如何建立面向高层经理的教育品牌

tops2009

   高层教育市场中由于利润丰厚，吸引了众多投资者加入，目前来看，高层教育市场存在几个层次，第一阵营有清华大学经管学院、职业经理人训练中心和北京大学光华管理学院和中欧商学院等，第二阵营有人大商学院和外经贸学院及长江商学院等，第三阵营则是国内多数大学的MBA 课程及一些民办MBA 课程培训机构等等。总的来说，全国各地从事高层管理培训的机构不下上千家。但是真正脱颖而出的品牌很少。那么建立教育品牌有什么样的内子规律呢？如何才能保证一个高层教育品牌基业长青呢？

为了探索高层教育品牌建设的要义，本人广泛的进行了清华、北大、中欧、长江、聚成、影响力和德鲁克管理学院及百年建筑等学校的市场调研。逐渐理清了高层经理教育管理行业的独特运营结构和管理模式，其运营结构和管理模式是保证基业长清和持续发展的根本，并特别阐述如下：

首先，在各高层经理培训机构中，没有一个品牌机构将自己的研发外包。不仅如此，清华北大招聘国际级的人才自不待言，中欧和长江也常在欧洲和北美召开酒会欢迎国际一流的教授加盟。百年建筑、聚成和影响力等都拥有一批自己的课程研发队伍，教师可以外聘，但课程研发必须贯穿大学的使命和特色，成为培育大学核心竞争力的基地。

其次，按照德鲁克的管理理论，组织架构和运营模式的设计无比重要。管理之道在于通过组织架构的设计来组织资源为社会创造价值。特别提出的是，百年建筑和新东方不仅有自己的市场研发队伍，还拥有自己的非常强势的市场宣传部门。因为教育产业不提供具体的物质产品，因此，其主要通过使命、理念和价值的塑造来感召人们，此时，教育产业的宣传工作尤为重要。如果我们知道新东方的使命是激励人们从成功或失败中不懈前进而不是学英语，我们就能更为明白这一点的含义。

战略学家波特说过："企业内比赢利更重要的是战略。"波特没有说的下文是，每一个行业都是有其自身的运营规律和经营特点，因此务必根据每一个行业的特点来设计战略和治理结构。教育行业必须强调基于核心竞争力的研究和宣传工作，而这恰好是目前公有制学校的短扳，他们的课程很多年不变，宣传工作也被动。

其三，最好我特别要说的是赢利并不是教育机构的首要任务，今后不是，将来也不是。一切向钱看的，只会让教育机构倒闭，我在参加教育年会上就听到很多人的谈到这方面的例子。

人类倒数 1500 年，有85 个组织留存下来，其中70 个是大学，15 个是宗教，没有一家盈利机构。权倾天下的王朝或如百年巴林银行都可以一朝倾覆，但只有教育、宗教和文化可以永续。在一个大学里一味的强调赢利是危险的。支持一个教育机构永续存在的是其非同凡响的使命。抗日战争时期，清华、北大和北京师范大学在北京沦陷时都曾远徙至云南、广西和甘肃等偏远地方，其艰辛和困苦异常，他们一路上仍流离失所仍是以教师为中心的，牢记作为一个大学的使命。结果，抗日胜利后，他们又回来了。

因此，根据目前市场调研和历史经验，我对大学的改革和规划提出建议。

1、强化课程研发部门。为大学的各课程设计随需而变的课程产品，这是非常专业的代表学校市场能力的事情。

百年建筑有董事长牵头的 10人研发队伍，影响力、聚成和德鲁克管理学院都有 CEO 牵头的数量众多的课程研发队伍。模仿和抄袭难以形成竞争力，而且非常不可执行。联想公司曾派商业间谍刺探DELL 的管理模式，DELL 知道后将全部内容和盘托出，联想研究后却认为不适合自己。

2、企业家当教授讲课的做法是很有很大风险的。在研究和观摩过中欧、长江、清华、北大等学校的课程后，深知MBA 课程教授是一项非常专业非常高深的工作。而且MBA 课程中有很多花哨、有趣和启发性的小技巧，这是需要教务部门做很多工作来提高质量的。我们的MBA 课程还存在很大的质量提高空间。

企业家因为并非教师，让他们使用这些课堂技术来提高教学质量都是有困难的，而且企业家的偏执性和专业性也使得他们不利于面对各行业从事各不相同工作的学生。专职于教学的教师则会主动提高教学技术和主动研究不同行业的差异和特色以提高教学质量，因为这是他的全部荣誉。

3、宣传工作日常化、品牌化和互动化，其中特别值得一提的是口碑营销，这是高层教育培训中非常有效和特色的营销工具，每一个行业因为各不相同的资源配置，导致其营销特色也各不相同，在高层教育行业，因为高层人士的信息接受特点和活动规律，导致他们对朋友之间的信息交流非常重视，非常善于倾听和接受优质的信息，这是高层教育品牌适合于做口碑传播的内在因素，根据统计，德鲁克管理学院和百年建筑等转介绍的比例非常高，最多一个班到 60%。

和一般的公司或赢利行业不同，教育行业有其特殊性，全世界的教育首先关注的就是非赢利性及为人类的进步做出智慧储备和非凡贡献。因此，教育机构的品牌运作规律和其他的机构也很不相同，只有充分掌握教育机构的运做规律，才能让自己的教育品牌在实践中得到人们的尊敬。

附件：某大学使命

Mission , Aims, Vision and Values

Our Mission

To be an influential, relevant and highly respected multidisciplinary international business school, a learning community of high calibre scholars, teachers, learners and alumni serving the national, international and regional communities through: the provision of educational and training opportunities that inspire and enable individuals to develop their academic, entrepreneurial, leadership and other capabilities to their full potential; and the conduct, dissemination and exploitation of internationally recognised research and scholarship which increase knowledge, skills and understanding.

Our Aims

In pursuit of its mission, the School has the following aims:

To attract students of high quality and potential;

To provide high quality educational programmes and encourage high quality innovative teaching and learning in a flourishing research environment;

To seek innovation in programmes, curriculum design and learning methods through the interaction of teaching, research and practice;

To operate a learning, teaching and assessment system which allows students to acquire and/or develop the knowledge and skills appropriate to their chosen educational and/or career pathway;

To facilitate the development of business leaders capable of generating new ideas and applying new skills to the development of management practice;

To engage in executive education, consultancy and the dissemination of good practice;

To maintain and develop strong connections with the regional, national and international business communities to maximise new opportunities;

To recruit and develop high quality staff who will take responsibility for planning, supporting and nurturing the School's educational and research activities in a multidisciplinary environment to enhance the international profile of the School;

To seek efficiencies in programme deliveries and effectiveness in administration;

To strengthen the knowledge base and knowledge transfer by: ensuring that companies look to the School for the provision of leading edge thinking, relevant to their key activities; offering rapid and easy access to important University research; involving practising managers in setting research agendas; improving access to continuous management learning for practising managers; being active in local and regional development and training needs.

Our Vision

Durham Business School seeks to be one of the top European Business Schools with high moral values and international standing in its scholarship, producing graduates who are leaders and thinkers, imbued with initiative, enterprise and a continuing quest for lifelong learning.

Our Values

In fulfilling its purpose, Durham Business School holds the following values:

We are committed to being a research-led School, valuing knowledge and learning for their own sake as well as for the cultural, social and economic benefits they offer;

We are committed to the communication of knowledge and learning, through an environment in which leading academic staff teach and engage in dissemination of knowledge to a broader community;

We believe in creating an environment in which academic excellence can be combined with opportunities for personal development, so enabling individuals to create their own futures;

We seek to recruit and develop staff and students of the highest quality, recognizing that people are our primary resource;

We respect the academic freedom of all staff and students that they might confidently engage in leading-edge and innovative knowledge creation and debate;

We are committed to promoting diversity and equality of opportunity for all staff and students;

We will ensure that our activities are carried out ethically and to the highest standards.