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Huali Business School - Guangming dairy action learning practice special closing defense meeting was successfully concluded

July 5, 2021 17:04      Think tank Business School      Reading volume:

On the morning of July 4, the closing defense meeting of Huali business school's integration and innovation of industry and education and Huali Business School Guangming dairy action learning practice was held in room 406 of the business school building. Ma tieju, President of business school, Luo Hai, deputy secretary of the Party committee and President of Guangming dairy, Jiang Hongbo, member of the Party committee, director of organization and director of human resources of Guangming dairy, Tang Qi, director of channel of Guangming dairy, Li Junlong, general manager of Shanghai Yimin Food No. 1 Factory of Guangming dairy, He Wei, general manager of dairy shed of Guangming dairy, etc. attended the closing reply meeting. Hou Limin, vice president of business school and director of professional degree center, presided over the closing reply meeting. Seven project teams successfully completed the action learning practice for more than 8 months. Each project team reported in the form of closing and defense to show the practical results.

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Ma tieju said in his speech that as the first university in China to introduce the "action learning" business education model, the reform and innovation made by the business school has received positive feedback from many aspects. The joint action learning practice project with Guangming dairy industry has built a broader school enterprise cooperation platform for the college's action learning project and raised the innovation level of industry education integration to a new level. It is an important strategic measure to implement the fundamental task of Building Morality and cultivating people in Colleges and universities, and reflects the responsibilities and responsibilities of colleges and enterprises.

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Jiang Hongbo said in his speech that the "action learning" teaching method introduced by the business school has effectively implemented the "five in one" education model and achieved remarkable results. As a dairy enterprise with a history of 100 years, Guangming dairy has been seeking brand breakthrough and innovation. The special practice carried out in cooperation with business schools has led to more in-depth exchanges between schools and enterprises. The two sides collide, integrate and empower each other, which is a cooperative practice of positive significance.

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The topic defense session is presided over by Fei Hongping, director of the marketing department of the business school. The seven reporting projects are divided into two categories. Among them, Zhu Ling, Yang Guiju and Du Weiyu served as instructors respectively for the three topics of "Research on consumer behavior of bright cold drinks", "brand rejuvenation of bright cold drinks" and "Xiong Xiaobai super IP building and market development" in the first Yimin food factory project; The four topics in the milk shed project are "digital marketing development of Niupeng", "positioning and marketing channel development of Niupeng", "franchisee management of Niupeng - from the perspective of competitiveness improvement" and "Research on consumer behavior and experience marketing of Guangming Youbao - from the perspective of market insight" Qi Haifeng served as the instructor. After eight months of enterprise research and repeated revision, they presented a wonderful answer to the experts present. Each team made a comprehensive report on the project objectives, research methods, theoretical tools, research ideas, solutions and so on.

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The awarding session was presided over by Chen wansi, director of the case center of the business school. Finally, through the joint review of the senior management of Guangming dairy, the two project teams of "Guangming Youbao's consumer behavior and experience marketing research - based on the perspective of consumer insight" guided by Qi Haifeng and Hou Limin and "Xiong Xiaobai's super IP building and market development" guided by Du Weiyu won the title of excellent team in this action learning practice special project. The two projects respectively focused on the two major brand lines of "Guangming Youbao" and "Xiong Xiaobai" under Guangming, and put forward constructive implementation plans for its market positioning, packaging design, brand naming, endorsement co branding, consumer selection and re purchase, which were unanimously recognized by the judges present.

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Li Junlong said that Guangming cold drink has always adhered to the development concept of the enterprise and is committed to innovation and breakthrough in brand communication, IP building and market expansion. We hope to continue in-depth cooperation with business schools in brand marketing, market promotion, channel construction and talent training in the future.

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He Wei said that the exchanges in the past eight months have forged a deep friendship between the school and the enterprise, and this defense meeting is only a new beginning. Bright Dairy will continue to build a school enterprise cooperation platform with Huali in the future and carry it out for a long time.

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Guangming dairy is one of the largest dairy production and sales enterprises in China. As a "Chinese time-honored brand" inherited for a century, Guangming dairy has witnessed the development and changes of China in the past two centuries. From the "production, learning, research and application" strategy to the transformation of scientific and technological achievements, Guangming dairy has become one of the leading enterprises in the dairy industry and has successively won the "fourth place in the brand value of Chinese time-honored brands in 2018" "2018 National Technological Invention Award", "2019 global excellent performance award", "2020 most social responsibility Award" and "2020 Shanghai mayor Quality Award" The action learning project jointly launched by the business school and Guangming dairy industry is an important strategic measure to continuously deepen the construction of the connotation of action learning and actively respond to the integrated education mode of industry and education. The implementation and achievements of the project reflect the practice of "connecting business and science and technology and cultivating management talents with the integration of knowledge and practice" The positive progress of the mission is of great significance in creating a practical teaching model with business school characteristics and further deepening education and teaching reform with the special practice of action learning. In the future, business school will continue to promote the integration of industry and education, strive to create a "window" for talent introduction, and transport more talents to meet the needs of social development for the country.



News reprint source: professional degree education center of Business School of East China University of Technology








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