大規模網路開放課程(MOOCs)的商業模式分析

Business Model Analysis of Massive Open Online Courses (MOOCs)

林子欽(Lin, Tzu Chin)

指導教授 ： 張元杰

國立清華大學/科技管理學院/科技管理研究所/碩士(2016年)

摘要

隨著資訊科技的演進，大規模網路開放課程(Massive Open Online Courses, MOOCs)與新興線上教育模式亦隨之出現，近年吸引國際社會的熱烈關注，以Coursera、edX與Udacity為代表的MOOCs線上教學平臺吸引全球知名學校的參與，而國內外各大學亦群起投入積極發展，在非營利與營利之平臺相繼成立下，MOOCs儼然成為一股教育新浪潮。由於MOOCs與過去之數位學習模式有明顯差異，因此在面對這波新浪潮之下，瞭解其對於現有教育環境之影響與解析國內外經營者之營運模式成為非常重要的課題。
　　本研究分析國內外個案之經營策略與商業模式，運用Johnson,Christensen and Kagermann (2008)之商業模式理論的「顧客價值主張」、「關鍵資源」、「關鍵流程」以及「利潤公式」等商業模式要素，並將MOOCs經營之情境套入此架構當中，並探討發展MOOCs相關工作之經營策略與建言。
　　研究結果發現有四，第一，MOOCs之經營特性共分為「提供大學教育之平臺」、「提供基礎教育之平臺」、「提供職能培訓之平臺」以及「內容提供者」四大類。且在平臺競爭激烈之情況下，思考投入平臺經營的必要性與差異化的定位策略成為突破激烈競爭的重點。第二， MOOCs為當今未來教育發展的大趨勢，但 MOOCs對於大學教育而言是相輔相成而並非完全取代的。第三，平台所提供服務的開放性與營利性本質互相衝突，因此未來發展將備受挑戰。第四，MOOCs未來發展勢必與科技的演進息息相關，技術的進步將會繼續帶動未來教育形式的演進。而在最後，亦針對「學校教學發展處人員」、「教育服務公司」、「法人產業推動機構」提出建議與具體作為。

關鍵字

商業模式 ； 大規模網路開放課程 ； 開放教育 ； 數位學習 ； 個案比較

並列摘要

With the evolution of information technology, Massive Open Online Courses (MOOCs) have emerged in recent years and drawn attention globally. Various world-renowned universities have devoted to developing MOOCs from different platforms, including Coursera, edX and Udacity. Therefore, MOOCs have turned into a new evolution of education. Since there are significant differences between MOOCs and the previous digital learning modes, it is important to understand how MOOCs will bring the impacts on existing education environment and analyze the domestic and foreign business models.
　　This study analyzes the business models and strategies from domestic and international cases by utilizing the business model theory of Johnson, Christensen and Kagermann (2008), which has elements including "Customer value proposition", "Key resources", "Key processes" and "Profit formula" with the scenario of MOOCs.
　　Overall, this study provides specific recommendations and strategies for "Teaching developing staff of universities", "Educational services companies" and "Industry promoting institutions".
　　Four research results has been found. First, the characteristics of MOOCs can be seprated into four categories, including "Platform of providing university education", " Platform of providing basic education", " Platform of providing skill training" and "Content providers". Under the intense competition of platforms, the necessity of developing platforms and differentiating the positioning strategies have become the key factor of breaking through the competitive markets. Second, MOOCs is the current trend of the future education, but MOOCs for university education are complementary rather than completely replaced. Third, the characteristics of openness and profitability of the online courses services provided are conflict with each other, so the development in the future will become highly challenging. Fourth, the progress of MOOCs must closely related to the evolution of technology. In the end, this study also provides specific recommendations and strategies for "Teaching developing staff of universities", "Educational services companies" and "Industry promoting institutions".

並列關鍵字

Business Model ； Massive Open Online Courses (MOOCs) ； Open Education ； Digital Learning ； Comparative Study

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