As one of the characteristic activities of USTB MBA Centre “Social Capital Dialogue” brings the most authoritative policy interpretation and professional knowledge sharing to MBA students by inviting experts of various fields within China, which not only broaden the horizons and inspire thinking of MBA students, but also embodies the MBA spirit of valuing “Social Capital”.
On the evening of June 1, 2020, the latest “Social Capital Dialogue” of USTB-SEM was held on Tencent Meeting. Upon the invitation of Associate Professor Yao Qing, teacher of the Marketing Management course, Yu Tianliang, Party branch secretary and executive deputy general manager of Zhuhai Yunzhou Intelligent Technology Co., Ltd. (Yunzhou-Tech), came to the online weekend class of MBA 2019 and had an in-depth sharing and exchange with students on the marketing practice cases of Yunzhou-Tech.
Yunzhou-Tech, founded in 2010, is the world’s leading surface robot company and the first high-tech enterprise in China focusing on the R&D, production, and sales of unmanned ships. As a pioneer in unmanned ships in China, the enterprise has nearly 200 core patents and undertakes 26 provincial-level and ministerial-level programs and 33 national defense programs. It has made remarkable achievements in the past ten years. Its strong technical expertise, core marketability and unique marketing mode have aroused students’ strong interest in Yunzhou-Tech.
Mr.Yu shared the market layout of Yunzhou-Tech. Yunzhou-Tech first made an arrangement of organizational structure adjustment to respond to the diversified requirements from customers. It has formed business centers and solution centers, and established business divisions within China and beyond. After the change of enterprise structure, marketing planning has been enhanced, solution capability and business support capability have also been improved, laying a foundation for the enterprise to enter the international market. For another, Yunzhou-Tech has subdivided and positioned the customer market, including environmental measurement unmanned ship business, marine unmanned ship business and unmanned ship cultural tourism application, in a bid to constantly improve the market service competitiveness. For instance, the enterprise has participated in the formulation of industrial standards, major environmental emergency tasks, major special programs such as marine survey and seabed topographic survey.
Driven by product innovation and market demand, Yunzhou-Tech has gained a strong competitive edge with its super high technology. Yunzhou-Tech can undertake national special tasks to solve major problems and has established a long-term cooperative relationship with universities, research institutes and other institutions. Therefore, the product pricing and customers’ purchasing power are very stable. The marketing case of Yunzhou-Tech brought by Mr. Yu is a typical example which fits well with the content of the Marketing Management course students are learning, and its features are also worth learning for the students. The first one is the stability and growth of traditional business. Despite the decrease of operating income, marginal benefits are the guarantee for the survival of enterprises. The second one is the new business expansion. The product has been applied and sold in many sectors, especially after the product platform was put into use. Finally, it is necessary for the enterprise to return to core technology R&D innovation, to drive the upgrading of industrial competitive edge and achieve the cycling of marketing mode.
At the Q&A session, Mr. Yu and the classmates actively discussed the future marketing direction of Yunzhou-Tech, and the discussion topics covered the pioneer of independent innovation of core technology, industry standard planning, marketing channel expansion, the whole operation and ecological structure construction and so on. After the lecture, many of the students continued their discussions in the WeChat group.
Through the dialogue, students not only expanded their knowledge, broadened their horizons, gained a deeper understanding of the marketing mode theory, but also learned the application and innovation of the theory in practice. The model of “classroom theory + practice” fully demonstrates the fine tradition of “Rigorous Learning Style and Practice Advocating” and the motto of “Seeking Truth and Promoting Innovation”
Written by: Professional Master’s Degree Programme Centre of SEM
Edited by: Chen Huanhuan
Reviewed by: Huang Xiaoxia
