我国开放大学发展开放教育的SWOT 分析

A SWOT Analysis and Respective Strategies in the Development of Open Education at Open Universities

本文尝试从战略管理中的SWOT 模型入手，对我国开放大学在发展开放教育时拥有的内部优劣势和外部的机会与威胁加以分析并提出对策。开放大学具有组织体系独特、学制灵活、网络技术成熟和远程教育经验丰富等优势；同时在品牌形象、人力资源( 师资) 和资金等方面存在劣势；十二五规划关于建立学习型社会的政策法律环境和经济人口环境为开放教育提供了机会；从波特五力模型可以看出，来自普通高校网络教育的有力竞争和传统成人教育形式的替代威胁是开放大学目前的主要威胁。SWOT 矩阵分析提示：为应对不同的优劣势和机会威胁组合，开放大学需采取增长型、扭转型、多种经营和防御型等相应战略，现阶段以增长型和多种经营战略为主，辅以扭转型战略。

In the development of open education, open universities have their own strengths and weaknesses as well as opportunities and external obstacles. This paper attempts to approach this issue from the SWOT analysis, a popular method in strategic management, so as to suggest practical strategies. Open universities have strengths in their unique organizational system, flexible curricular system, mature cyber technology and abundant experience in distant education. Meanwhile, they are weak in their brand image, human resource (faculty) and lack of funds. At present, the 12th "5-year-plan" throws new light on the policy of building an academic society, which provides a favorable regulatory, social and economical environment for the development of open education. According to an analysis of Porter's Five Forces of Competition, open universities'main threats are: rivalry from such institutions as traditional universities and threat of substitute services from traditional continuing education. Through the SWOT analysis and using different SWOT combinations, we identifiedthe intensive strategies, the reverse strategies, the diversification strategies, and the defensive strategies. For the current situation, open universities should focus on the intensive strategies and the diversification strategies, aided by the reverse strategies.