“慕课”对高校“品牌形象”塑造功能探究

发布时间：2018-01-23 00:22

  本文关键词： 慕课 高校品牌形象 塑造功能　出处：《中国电化教育》2017年05期 　论文类型：期刊论文

【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。
[Abstract]:With the deepening of the reform of higher education in the world, the competition of "market" among colleges and universities, the competition for talents is becoming more and more fierce, and the degree of attention that universities attach to shaping their own "brand image" is also increasing day by day. But for the "university brand image" whether theoretical research or practical construction results are still relatively lacking. The introduction of "admiration course" actually to the public to build a way to see the actual teaching of colleges and universities. Therefore, "Mu" has a direct role in shaping the "brand image" of colleges and universities. This paper draws on the relevant research results, constructs the evaluation model of university brand image, and makes a questionnaire survey and empirical research. Taking the group of middle school students as the sample, this paper investigates the influence of "Mu class" on the construction of "brand image" in colleges and universities. First, colleges and universities have their own "brand image". Second, "Mu" has its "university brand image" evocative function; Thirdly, the quality of the course will have a certain impact on the brand image of colleges and universities.
【作者单位】： 华东师范大学教育学部;
【分类号】：G434
【正文快照】： 一、问题提出慕课中一些能够代表学校价值观念和治学风格的课随着全球高等教育改革的不断深入,高等学程,给参与慕课的学习者留下了深刻的印象,从而校间的“市场”竞争、人才争夺日趋激烈,各高校扩大了学校的知名度,提升了社会的影响力[3]。课对自身品牌形象塑造的重视程度也与，

本文编号：1456151