From September 13 to 14, 2025, the Northeast Division Promotion Tournament of the 11th “Long Shan Quan” Cup National Management Case Elite Competition was held at Liaoning University (LNU). Guided by the National Steering Committee for Postgraduate Education in Business Administration, this competition was sponsored by the China Management Case Sharing Center and the Management Case Research Professional Committee of the China Management Modernization Research Association, and undertaken by the Business School of LNU.
Pan Yishan, Academician of the Chinese Academy of Engineering and Secretary of the Party Committee of LNU, and Wang Ping, Deputy Director of the Competition Organizing Committee and Director of the Office of the Secretariat of the National Steering Committee for Postgraduate Education in Business Administration, attended the opening ceremony and delivered speeches. Also present at the opening ceremony were Song Xiaobing, Deputy Director of the China Management Case Sharing Center and Deputy Dean of the School of Economics and Management of Dalian University of Technology; Lan Mingjiang, General Manager of Benxi Long Shan Quan Beer Co., Ltd.; Liu Zhongxue, Chairman of Liaoning Haitian Certified Public Accountants Co., Ltd. and President of the MBA/EMBA Alumni Association of LNU; Guan Huiming, President of Daneng Electric Co., Ltd.; Wang Zhongchao, General Manager of the Talent Development Company of the Provincial Culture, Sports and Tourism Group; and Ma Yunnan，Minister of the Comprehensive Management Department.
In his speech, Pan Yishan pointed out that cases are macroscopic propositions from a microscopic perspective. On the surface, management cases are corporate narratives, but at their core, they are national narratives. Currently, the Northeast is in a critical period of “high-quality development and sustainable revitalization”, which requires a group of compound management talents who “understand technology, master capital and are good at governance”, and more importantly, a set of scenario-level solutions that are reusable, iterable and scalable. Since its establishment, the National Management Case Elite Competition has taken promoting case teaching and empowering management practice as its core. It serves as an engine for promoting the reform of business administration postgraduate education and has become an important practical platform for cultivating management talents, serving national strategies and empowering the real economy. As the organizer of this year’s competition, LNU will make every effort to provide various services and guarantees to ensure the smooth progress of the competition. We hope that this competition will become a test field for management education reform, promote in-depth exchanges among universities in terms of case teaching concepts and practical talent cultivation models, jointly explore new paths for cultivating business administration talents that are more in line with national strategies and regional development needs, and work together to build a sound ecosystem where education empowers industry and industry feeds back education.
On behalf of the National MBA Education Steering Committee, Wang Ping expressed sincere gratitude to LNU for undertaking this competition in her speech. She stated that the National Management Case Elite Competition has developed into the largest, most widely distributed, most standardized in competition system and highest-level national management case competition in China. It has become a touchstone, amplifier and showcase for China’s MBA management case teaching and talent cultivation, fully demonstrating the high-quality achievements and social contributions of China’s MBA education and teaching. She fully affirmed the achievements of MBA education at LNU, hoped that all participating teams would show their style and level, and wished the competition a complete success.
The China Management Case Sharing Center and the Business School of LNU successively signed corporate case base cooperation agreements and awarded plaques to Benxi Long Shan Quan Beer Co., Ltd., Daneng Electric Group Co., Ltd., and the Talent Development Company of Liaoning Provincial Culture, Sports and Tourism Industry Development Group.
A total of 18 teams from 17 universities competed in the Northeast Division Competition. The judges of the competition consisted of five people from the academic and business circles, including Professor Zhou Jian from Nankai University, Professor Li Chunqing from Northwest University, Professor Liang Jianping from Sun Yat-sen University, Professor Liu Duan from Hunan University, and Mr. Zheng Bo, CEO of Mystuff Standard.
The 18 teams conducted in-depth interpretation around the case Tianjin Dairy Enterprise’s New Chapter: The Brand Activation Path of Haihe Time-honored Brand. Through various research methods, they collected and sorted out materials, conducted in-depth analysis of the brand activation difficulties of the Haihe time-honored brand, and used methods and theories such as PEST analysis, product life cycle theory, product innovation theory, brand repositioning theory and experience marketing theory. They put forward practical marketing strategies and systematic solutions from aspects of product innovation, brand narrative, channel access promotion and user operation.
After the competition, Professor Zhou Jian, Chairman of the Jury, made a comprehensive and systematic comment on the on-site performance of the participating teams. After nearly 10 hours of fierce competition, the jury made a comprehensive evaluation based on the blind review scores and factors such as the logic of the on-site PK competition, the innovation of the plan and the professionalism of the answers.
In the end, Harbin University of Commerce won the championship of the 11th National Management Case Elite Competition (Northeast Division). Harbin University of Commerce, Liaoning University, Dalian University of Technology and Jilin University advanced to the national finals.
Team One of LNU and Dalian University of Technology won the second place.
Team Two of LNU, Jilin University, Inner Mongolia University, Northeastern University, Liaoning Petrochemical University and Inner Mongolia University of Technology won the third place.
Shenyang University of Technology, Dalian Maritime University, Heilongjiang University, Northeast Agricultural University, Jilin International Studies University, Harbin Engineering University, Dongbei University of Finance and Economics, Liaoning University of Science and Technology, and Shenyang University won the Best Newcomer Award.
Six instructors, namely Song Guoyu and Xu Huijian from Harbin University of Commerce, Li Sihua and Zhong Ruohan from Team One of LNU, and Zhou Yingnan and Zhang Lin from Dalian University of Technology, won the Best Coach Award.
Liu Yandong from Harbin University of Commerce, Yang Yang from Dalian University of Technology and Bi Qing from Team One of LNU won the Most Valuable Player Award.
Cai Jiachen from Inner Mongolia University, Zhang Xiaoyu from Jilin University and Liu Lin from Northeastern University won the Best Style Award.
