大规模开放在线课程网站的商业模式分析

Business Model of MOOCs

大规模开放在线课程(MOOCs)是开放教育领域的一种新型课程形态,它凭借自身的大规模、开放性、社会性等优势,在最近两年发展迅猛,引起了全社会的广泛关注。本研究首先采用文献分析法回顾了MOOCs 兴起的背景、发展过程以及主要流派;然后讨论了商业模式的概念和组成要素,优选了适合MOOCs 的商业模式框架并作为分析工具;接着通过案例研究法,以Coursera、Udacity、EdX 和P2PU 等四个知名MOOCs 平台为例,运用该框架分析了MOOCs 运营模式中的各项要素和典型特征;最后,讨论了这些成功实践对我国开展在线教育服务的借鉴意义和可取之处,以供国内开放教育领域的研究者和实践者参考,从而促进开放教育资源运动的进一步发展。

Massive Open Online Courses ( MOOCs) is a new course form in open education field. By virtue of its large-scale, open, social and other advantages, developing rapidly in the last two years, it causes widespread concern of the whole society. This paper reviewed the characteristics and development process of MOOCs by literature review, and discussed concepts and elements of business model analytic framework. Then, with four typical MOOCs platforms as examples, combining the structure of business model, this article analyzed the operating model and typical characteristics. Finally, the author discussed MOOCs’ reference and desirable place to carry out similar online education services. We expect to introduce its successful business model to the open education researchers and executors, to promote the further development of the open source.