MOOC的运营模式研究

Research of the MOOC’s Operating Model

MOOC近几年令人瞩目的发展引起了学术、技术、商业等各界人士的密切关注。该文在分析MOOC的定义和特点的基础之上，运用运营模式的分析理念对MOOC当前的发展现状进行了分析。在课程运营层面，从课程内容、授课方式、课程辅助工具以及课程考核等4个维度，对于当前MOOC课程的现状进行了分析；在收入运营层面，研究了当前MOOC平台提供商的主要收入来源；在产业价值链层面，建立了MOOC产业价值链模型，并对价值链的相关参与者以及参与者之间的交互关系进行了分析。通过对MOOC的运营模式的分析，文章最后针对MOOC的未来运营和发展提出了相关建议。良好的运营模式是MOOC持续发展的有效保证，该文对于MOOC运营模式的分析旨在为MOOC平台的建设和运营提供一定的参考作用。

In recent years， MOOC has attracted tremendous attention of people from many fields such as academic， technology， and business etc.because of its rapid development. Based on the analysis of the MOOC’s definition and characteristics， we studied the current development status of the MOOC in the view of the operating model theory. On the level of the courses’ operating， we analyzed the MOOC’ content from four dimensions such as courses’ content， teaching methods， curriculum auxiliary tools and course assessment. On the level of the revenue’s operating， we described the current main revenue sources of the MOOC operators. On the level of industry value chain， we proposed the MOOC industry value chain model， and described the participants of the value chain and studied the relationship of the different participants. Finally， we put forward some advices for the future development and operating of the MOOC. The purpose of the paper is to provide guidance for constructing and operating MOOC platform in that a good business model can guarantee the sustainable development of MOOC.