国外名校网络公开课对我国教育品牌营销的启示

The Revelation of International Network Open Class on Domestic Education Brand Marketing

从美国麻省理工学院正式启动网络课件开放工程,宣布将逐步向社会公布该校从本科至研究生的全部课程,到各国名校的积极响应,国外名校网络公开课在全球掀起了一场轰轰烈烈的国际教育资源开放与共享运动。这场运动的实质是国外教育品牌营销在全球范围的大获成功,其范围之广、影响之深对我国教育品牌营销有着极其重要的启示。针对国外名校网络公开课热潮,通过对教育品牌营销基础概念的界定和教育品牌营销基本理论的阐述,探讨了网络公开课在全球范围大获成功对我国教育品牌营销在品牌营销意识、营销策略、品牌忠诚度等方面的启示。

Since Massachusetts Institute of Technology began its open courseware in 2001, it has gradually opened all courses for undergraduate and for graduate to the public. This Open courseware gets a positive response of the global prestigious universities and develops into a grand and spectacular movement of international education resources openness and sharing. Essentially speaking , this spectacular movement is a global success of international education brand marketing and has important revelation on domestic education brand marketing. Through the definition of the basic concepts and exposition of the basic theory of education brand marketing, the discussion focuses on the revelation of awareness of brand marketing, marketing strategy and brand loyalty on domestic education brand marketing.