本文關(guān)鍵詞： 慕課 高校品牌形象 塑造功能　出處：《中國電化教育》2017年05期 　論文類型：期刊論文

【摘要】：隨著全球高等教育改革的不斷深入,高等學(xué)校間的"市場"競爭、人才爭奪日趨激烈,各高校對(duì)自身"品牌形象"塑造的重視程度也與日俱增,但對(duì)于"高校品牌形象"無論是理論研究還是實(shí)際建設(shè)成果都還比較缺乏。"慕課"的推出實(shí)際上給社會(huì)公眾搭建了得以窺看高校教學(xué)實(shí)際的管道,因此"慕課"對(duì)高校"品牌形象"塑造有直接作用。該文借鑒了相關(guān)研究成果,建構(gòu)了高校品牌形象評(píng)價(jià)模型,通過問卷調(diào)查、實(shí)證研究的方式,以中學(xué)生群體為樣本,考察了"慕課"對(duì)高校"品牌形象"建設(shè)的影響。研究發(fā)現(xiàn)第一,高校有其自身"品牌形象";第二,"慕課"有其"高校品牌形象"喚起功能;第三,"慕課"的質(zhì)量會(huì)對(duì)"高校品牌形象"產(chǎn)生一定的影響。
[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.
【作者單位】： 華東師范大學(xué)教育學(xué)部;
【分類號(hào)】：G434
【正文快照】： 一、問題提出慕課中一些能夠代表學(xué)校價(jià)值觀念和治學(xué)風(fēng)格的課隨著全球高等教育改革的不斷深入,高等學(xué)程,給參與慕課的學(xué)習(xí)者留下了深刻的印象,從而校間的“市場”競爭、人才爭奪日趨激烈,各高校擴(kuò)大了學(xué)校的知名度,提升了社會(huì)的影響力[3]。課對(duì)自身品牌形象塑造的重視程度也與，

本文編號(hào)：1456151