MOOC时代远程教育品牌营销与扩散——兼论教育大数据的调节作用

Brand Marketing and Diffusion of Distance Education in the MOOC Era——On the Adjusting Function of Macro Educational Data

MOOC将开放精神和资源共享的概念进行了前所未有的实践阐释,远程教育通过MOOC获取了前所未有的影响力,培育了民众的远程学习方式,也促进了远程教育机构的自我反思。由于精英高校组团投入MOOC建设,进入远程教育市场,品牌竞争成为了远程教育的市场焦点,品牌营销与扩散成为远程教育机构扩大自身影响力、知名度和美誉度的关键。MOOC时代的远程教育机构品牌营销与扩散需要以个性设计促进品牌价值提升,以合作共赢确保品牌经营收益,并充分发挥教育大数据的调节作用,以教育大数据提升支持服务水平,以精确定位设计多层次课程,以适当准确宣传提升品牌价值和影响力。

MOOC makes brand-new practical illustrations for the idea of open and resource sharing. Distance education develops unprecedented influences by extending MOOC in the cultivation of new learning methods for distance learners and self-examination of distance educational irlstitutions. With the elite universities grouping into the market of distance education, especially the construction of MOOC, competitions between brands have become the focus of distance educational market. In another words, the brand marketing and diffusion become more and more critical in the promotion of a brand＇s influence, popularity and fame. To meet the needs of brand marketing and diffusion of distance educational institutions in the MOOC era, we must promote the brand value with characteristic de- signs and ensure brand earnings with win-win cooperation. Furthermore, we should also make full use of the adjusting function of macro educational data to promote learning support service, to design multi-level curricula with concrete orientation and to enhance the value and influence of educational brand with appropriate propagandas.