众文网1.MBAEssay范文是什么样的
What are your expectations of the MBA program? What contribution do you think you will make? How will your personal distinctiveness enrich our learning environment? First of all, I expect that I will be presented with a challenging educational environment in your highly respected MBA program。
Your MBA program offers a solid course curriculum that will allow me to build on my previous extensive business experience to give me the skills that are required in the rapidly changing international business world。 Although my business experience is important, it is not enough in the competitive business environment today to have only practical experience。
I believe that through your MBA program, I can learn the theories behind successful business strategies as well as learn about other organization's experiences through the reading of different types of case studies。 Reading and understanding a wide variety of case studies will allow me to learn how to approach certain business situations as well as to learn how to avoid some business mistakes that others have made in the past。
In addition to learning in a classroom situation from my professors, I know that I will learn much more than that by gaining the life experiences of living in a foreign country。 The opportunity to learn by living and experiencing life in another country will make me a more complete business person by giving me the chance to look at the business world from another country's perspective。
An international perspective is essential to being successful in business as the different countries in the global business environment become increasingly intertwined and interdependent。 I will also expect to learn much valuable information from my classmates as we work our way through the MBA program together and become friends。
Learning from the most elite students from many different cultures and developing lasting friendships with them will be another very attractive benefit of studying in your MBA program。 My contribution to this established MBA program will be that of an experienced businessperson in the most populous and rapidly developing country in the world。
My previous experience working in multinational organizations has given me a very useful working knowledge and first-hand knowledge of the methods of doing business in China。 I have experience with both large and small businesses in China, both as an assistant engineer and a higher level manager。
I have worked with some of the world's largest companies in China, which gives me a unique perspective and the ability to contribute not only the Chinese viewpoint but also a multinational viewpoint to classroom discussions。 These diverse working experiences have given me a very broad-based, cross-functional knowledge of how to do business in China。
My unique experiences in working as an assistant engineer in the computer center of Jin Jiang Industrial Co。, Ltd。
have given me a solid foundation in actual working knowledge of computer software and computer systems。 As a sales representative for nearly four years with the multinational company 3M in the southwest region of China, I learned to analyze buying behavior and develop a full marketing plan for our products。
I also managed a distribution network, which involved inventory planning, marketing channel studies, incentive program development and training of new business partners。 With Xerox China Co。
, Ltd。, I performed the duties of a high-level sales consultant。
This position involved analyzing major potential clients&apos&apos needs and developing an XES (Xerox Engineering System) solution to fit the clients&apos&apos technical specifications and budgetary needs。 I also worked for three years with China Hewlett-Packard Co。
, Ltd。 My position as a Supplies Market Development Manager with the Consumer Business Unit required me to use my thorough understanding of all aspects of the marketing value chain, including the analysis of market dynamics and developing and implementing annual marketing plans for the entire business unit。
My current position as a Business Director for AsiaEC。com, Inc。
, has allowed me to take full responsibility for developing the business of an e-commerce start up company involved with IT/office equipment and office consumable products。 As you can see from my extensive and unique business experience in China, I have much to contribute to the learning environment of your MBA program。
I believe that the learning environment can be greatly enhanced by classroom participation from the 。
2.工商管理专业的毕业论文
浅谈体验经济时代企业营销战略的调整 摘要：本文深入剖析了体验经济的内涵，比较了体验营销和传统营销，在此基础上为体验经济时代企业营销战略的调整提出了若干建议。
关键词：体验经济，体验营销，顾客，服务 一、体验经济的内涵 30年前，美国未来学家托夫勒在《未来的冲击》中预言：体验经济是继农业经济、工业经济、服务经济之后的一个新的经济时代。在体验经济下，体验成为了市场营销的客体，即与产品和服务一样，体验也成为用来满足消费者需要的经济物品。
所谓体验，就是人们用一种从本质上说以个人化的方式来度过一段时间，并从中获得过程中呈现出的一系列可回忆的事件。由于一项服务被赋予个性化之后，变得值得记忆，所以一项服务的顾客定制化，就使它成为一种体验。
如果顾客愿意为这类体验付费，那么体验本身也就可以看成某种经济上的给予。 所谓体验经济，就是企业以产品为道具，以服务为舞台，以营销环境为背景，创造欢乐气氛，使顾客参与其中，并给消费者留下美好回忆的经济活动；体验经济以客户需求为导向，以服务为附加价值，通过理念上的创新与互动式服务营销活动，来满足客人心理上的需求。
体验经济具有四个方面的特征：（1）体验经济以满足消费者个性需求为出发点。企业在提供体验的运行思路、程序和方法时，必须要保证给消费者以更大的想象空间；（2）体验经济为消费者提供定制化服务。
定制化服务所产生的体验效应是带给消费者美好的感觉、永久的记忆和值得回味的事物与经历；（3）体验经济以顾客为核心。顾客对企业的经济运行工作参与度越高，说明顾客对企业越信任，企业品牌价值的实现程度就会越高；（4）体验经济使企业的经济运行更加开放、更加健康。
体验经济的发展促使企业提高自身开放度，使其在社会公众的关注与监督之下开展经济活动，以保证企业建立良性的运行机制，满足更广阔市场的需求。 二、体验营销与传统营销的比较 体验营销强调消费者的参与性和接触性，从根本上离开广告支持这条老路，不参与价格战，从而可以充分保住企业利润。
体验营销作为一种全新的营销方式具有鲜明的特征，其与传统营销之间存在着巨大的差异： （1）关注的焦点不同。传统营销注重产品和服务本身的特色以及它们给消费者带来的功效，企业通过产品的销售获利，可以称为特色与功效营销。
体验营销关注的焦点是顾客的感觉、情感、创造性认知、行为和社会特性等体验，企业通过为顾客提供全方位的、有价值的体验获利。体验营销适应经济发展的需要，在强调物质需要的同时侧重于突出顾客的精神感受，关注企业给顾客带来值得回忆的体验。
（2）对顾客的认识不同。传统营销假设消费者是理性的，他们通过理性的过程进行购买决策，这一过程通常包括以下阶段：需求的认知；寻求信息；评价各种产品；选择、购买与消费。
如果所有购买过程都依照这一程序，那么一个简单的购买将花费大量的时间和精力。事实上，在大多情况下，消费者的购买没有这么复杂，体验营销者认为消费者既是理性的，又是感性的，是这两者的综合体。
消费者在感性和理性的综合作用下进行购买，有时凭借更多的是以往的消费体验，凭借这种体验轻松地完成购物。（3）顾客在营销中的地位不同。
传统营销在营销过程中侧重于产品的分类，侧重于怎样确定产品的特色与功效，侧重于企业在竞争中的营销定位，主要的是站在企业的角度制定营销组合。可以说其并非真正以顾客为中心的营销，在某种程度上是以自我为中心的营销，企业营销行为实际上是产品导向的。
体验营销实施顾客体验管理，这是真正注重顾客的管理理念，是战略性管理顾客对产品或公司全面体验的过程，强调怎样使顾客产生相应的难忘的积极体验，侧重于为顾客确定体验的主题，站在顾客的角度思考问题，是真正以顾客为中心的营销。 （4）顾客接受产品的方式不同。
人们已经不再满足于被动地接受企业的诱导和操纵，而是主动的参与产品的设计与制造，从近年来的消费实践看，消费者参与企业营销活动的程度进一步增强。主要表现在：消费者从被动接受厂商的诱导拉动，发展到对产品外观要求个性化；再发展到不再只满足于产品外观的个性化，而是对产品功能提出个性化的要求。
消费者越来越希望和企业一起，按照消费者新的生活意识和消费需求开发反应消费者创造新的生活价值观和生活方式的“生活共创型”市场。在这一过程中，消费者将充分发挥自身的想象力和创造力，积极主动地参与产品设计、制造和再加工。
通过创造性消费来体现独特的个性，自身价值，获得更大的成就感满足感。 三、企业营销战略调整的主要策略 根据前面的分析，我们可以看到，一般情况下顾客在消费时经常会进行理性的选择，但也常常会对感情欢乐产生追求。
因此，企业不仅要从顾客理性的角度去开展营销活动，也要考虑消费者情感的需要，注重与顾客之间的沟通，发掘他们内心的渴望，站在顾客体验的角度去审视自己的产品和服务。体验式营销已成为营销战中最有力的秘密武器，因此必须调整传统的营销战略，将体验式营销纳入调整的企业营销战略之中。
（1）确。
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