大学慕课商业模式的核心资源解析:以加州大学欧文分校为例

Analysis on Key Resources of University MOOC Business Model:Taking UCI for Example

作为全球慕课运动的主要阵地,美国涌现一大批秉持可持续发展理念,成功运营慕课项目的研究型大学,而加州大学欧文分校便是其中的杰出代表。核心资源是大学慕课商业模式极为关键的构成元素,可以视为商业运作的最重要资产,是慕课有效运营的基石。通过对大学慕课商业模式考察可以发现,其核心资源主要由人力资源、物质资源两部分组成。从近几年的实际情况来看,加州大学欧文分校慕课商业运作所使用的人力资源包括教师资源、技术开发团队和人脉资源,所使用的物质资源包括基础设施、资助经费和课程资源,采取了充分挖掘教师的自有资源、有效发挥学校社会影响力的作用以及灵活运用各个院系的优秀师资等策略来扩充核心资源。面对充满不确定性的全球在线教育市场,未来慕课需要应对各种机遇和挑战,而核心资源始终是商业模式革新所关注的重点。

As the main position of MOOC movement,USA has emerged a large number of research universities which uphold the concept of sustainable development and operate MOOC project successfully,and UCI is one of the outstanding representatives.Key resource is the key element of the business model,can be regarded as the most important assets of the operation of business model and become the cornerstone of effective operation of MOOC.By investigating MOOC business model we can find,key resource is mainly composed of human resources and material resources.From the actual situation of recent years,the human resources used in the business operation of UCI MOOC include teacher resources,technology development teams and interpersonal resources,and the material resources used include infrastructure,funding and curriculum resources.At the same time,UCI use three strategies to expand key resources including developing their own resources of teachers fully,playing social influence of university effectively and using excellent teachers of various departments.Facing an uncertain global online education market,MOOC need to deal with all kinds of opportunities and challenges in the future,and key resource is always focus of business model innovation.