基于需求管理的远程学习支持服务优化策略

Optimization Strategy of Learning Support Service for Distance Education Based on the Demand Management

学习者的需要和期待是远程教育机构提供学习支持服务的立足点。从已有的研究和实践来看,学习者需求往往具有零散、即时、动态、多样化、复杂化、多层次、多类型等方面的特点。同时,远程教育机构对学生的需求信息了解不完整、捕捉需求不及时、不能及时跟进并回应需求的实时变化等,是导致现有学习支持服务水平不高的主要原因。该文运用营销学领域中的需求管理理论,结合开放大学实践提出了学习需求管理的概念框架并探索建立了"收集—识别—评估—回应—追踪"为一体的学习需求管理模式,并从服务起点、内容、对象、路径、时效、过程等方面分析了该模式对学习支持服务体系的预期改进。最后提出要从观念转变、制度流程、管理体系、运行机制、技术支持、质量监控等方面采取相应策略,以推动基于需求管理的学习支持服务体系得以优化。

The demands and expectations of learners are the foothold of distance education institutions to provide learning support services. From the existing research and practice, learners’ demands are often characterized by scattered, real-time, dynamic,diversified, complicated,multi-level and multi-type. At the same time,the incomplete understanding of learners’ demand information of distance education institutions, the untimely capture of demand, the inability to timely follow up and respond to real-time changes in demand, are the main reasons why the existing learning support service is low-level. Based on the demand management theory in the marketing field, combined with the practice of Open University, this paper proposes a conceptual framework for learning demand management and explores the establishment of a Learning Demand Management model that integrates the demands of 'collectionidentification-assessment-response-tracking'. From the service foothold, content, object, path, timeliness, process and other aspects,the expected improvement of the Learning Support Service System is analyzed. Finally, it is proposed to adopt corresponding strategies from the aspects of concept transformation,institutional process, management system,operation mechanism, technical support and quality control, so as to promote the optimization of learning support service system base d on demand management.