“慕课”对高校“品牌形象”塑造功能探究  

The Molding Function of MOOCs on Brand Images of Universities

作　　者：吴旻瑜[1] 金凯[1] 陈新阳[1] 

机构地区：[1]华东师范大学教育学部,上海200062

出　　处：《中国电化教育》2017年第5期135-141,共7页China Educational Technology

摘　　要：随着全球高等教育改革的不断深入,高等学校间的"市场"竞争、人才争夺日趋激烈,各高校对自身"品牌形象"塑造的重视程度也与日俱增,但对于"高校品牌形象"无论是理论研究还是实际建设成果都还比较缺乏。"慕课"的推出实际上给社会公众搭建了得以窥看高校教学实际的管道,因此"慕课"对高校"品牌形象"塑造有直接作用。该文借鉴了相关研究成果,建构了高校品牌形象评价模型,通过问卷调查、实证研究的方式,以中学生群体为样本,考察了"慕课"对高校"品牌形象"建设的影响。研究发现第一,高校有其自身"品牌形象";第二,"慕课"有其"高校品牌形象"唤起功能;第三,"慕课"的质量会对"高校品牌形象"产生一定的影响。With the fast development of global education reform, the competition in talents and markets among universities becomes increasingly fierce. The universities pay more and more attention on establishing the brand image, while at the same time, brand image itself is so weak both in theory and practical construction outcomes. The so-called MOOCs, is the acronym of ＂Massive Open Online Courses＂. The promotion of MOOCs has given a short cut for the public to get in touch with the practical teaching of universities, which has a direct effect on the establishment of universities＇ brand images. This context builds up the evaluation model of universities＇ brand images based on relevant research results. The model investigates into MOOCs influence on brand images, based on the method of questionnaires and field visit to those secondary school students. The research has turned out three outcomes. The first one is that universities have their brand images; the second one is that MOOCs has its influence on promoting the brand images and the last one lies in that the quality of MOOCs will have a significant influence on universities brand images.

关 键 词：慕课 高校品牌形象 塑造功能 

分 类 号：G434[文化科学—教育学]