探析农民教育消费行为 优化农民远程教育服务

Exploring Farmers’ Educational Consumption Behavior and Optimizing Farmers’ Distance Education

在终身学习背景下,以提供形式多样的学习机会,构建学习型社会精神为指引,运用营销理论探析农民教育消费行为。通过分析影响农民教育消费的各种刺激因素,了解农民教育消费的选择与决策过程。加强远程教育建设,缓解由于教育资源分布不均衡、优质教育资源稀缺与农民教育消费需求日益增长矛盾。进一步依据农民教育消费者的反应优化远程教育服务,助力农民教育。

Under the background of lifelong learning,citizens are provided with various learning opportunities,guided by the spirit of building a learning society.This paper uses marketing theory to analyze farmers’educational consumption behavior and the relevant stimulating factors,the choice and decision-making process of farmers’educational consumption.It suggests strengthening the construction of distance education to alleviate the contradiction between the uneven distribution of educational resources,the scarcity of high-quality educational resources and the increasing demand of farmers’educational consumption,optimizing the distance education services further according to the response of the farmer consumers.