摘要
MOOC受制于学习者增长瓶颈,进入充满竞争的"红海"。打造品牌,提高忠诚度成为MOOC持续发展的必然选择。MOOC品牌忠诚度形成于解决学习者需求,创造良好过程体验,兑现学习成果价值。为此,需要形成学习者需求导向的MOOC品牌建设价值取向,以解决学习者学习过程"痛点"和创造"爽点"为动力,创建学习者"社区"拓展边界,创新"产消"关系,提高学习者参与程度等多种策略组合提升学习者的粘度,塑造学习者对品牌的忠诚度。
MOOC is dominated by the bottleneck of learner growth and enters a competitive ＂Red Sea＂. Building the brand and im-proving the brand loyalty has become the inevitable choice of MOOC,s sustained development. To form the brand loyalty, it requires a real solution to the learners,demand, the positive experience in the study progress, and the cash of study achievements. Therefore, it is impor-tant and necessary to build the value orientation, solve the difficulties in the learners, process and get them motivated, innovate the rela-tionship between production and consumer, and improve the learners ’ participation degree so as to form the brand loyalty.
出处
《湖南广播电视大学学报》
2017年第2期6-11,共6页
Journal of Hunan Radio and Television University
基金
重庆广播电视大学发展规划项目"MOOC与学校发展问题研究"(FG2015A04)
