基于电子商务模式的大学慕课商业运作

Commercialized Operation of University MOOCs Based on E-commerce Model

随着互联网技术的迅猛发展,历久弥新的电子商务需要进行不断地革新应用以有效回应市场和客户的变化。电子商务与高等教育的结合由来已久,作为高等教育领域最新产物的大学慕课有必要将电子商务作为可持续发展的理论指引和实践依托,为大学、学生和教师带来福音。依据企业对企业模式(B2B)、企业对消费者模式(B2C)、企业对政府模式(B2G)、个人对消费者模式(C2C)这四种电子商务模式,可以相应地构建基于“商业机构-大学机构”、“商业机构-学习用户”、“商业机构-政府机构”,以及“独立人员-学习用户”等四种大学慕课商业运作机制。大学慕课运用电子商务模式来进行商业化运作具有一定的可行性,而结合电子商务模式的本质特征来分析可以更加全面地彰显大学慕课商业运作机制的实际价值。同时,在大学慕课的实际商业运作中需要制订一定的操作策略,包括构建大学慕课学习的认证收费体制、提供大学慕课学习的个人定制服务、形成大学慕课学习的广告投放机制,以及完善大学慕课学习的互动交流渠道。

With the rapid development of Internet technology,innovative application of everlasting e-commerce needs to effectively respond to the change of market and customers.The combination of e-commerce and the higher education has a long history.As the latest product of higher education,university MOOCs is necessary to take e-commerce as a theoretical guidance and practical support of sustainable development,and benefit to university,students and teachers.According to B2B,B2C,B2G and C2C,four kinds of university MOOCs commercialized operation mechanism can be built including business organization to university,business organization to learning user,business organizations to government,as well as independent staff to learning user.It is feasible for the university MOOCs to use the e-commerce model to carry out commercial operation,and combining the essential characteristics of the e-commerce model to analyze it can comprehensively demonstrate the practical value of the commercial operation mechanism of university MOOCs.At the same time,certain operational strategies need to be formulated in the actual commercial operation of university MOOCs,including building a certification fee system for university MOOCs learning,providing individual customized services for university MOOCs learning,forming an advertising mechanism for university MOOCs learning,and improving the interactive communication channels for university MOOCs learning.