建構大學推廣教育數位學習環境商業模式

The Construction of Business Model of University Extension Education Digital Learning Environment

新冠肺炎期間，實施長時間居家防疫等政策，使得遠距視訊與雲端服務等需求爆發，改變了民眾生活和社交模式。在教育方面，授課老師及學員必須改採線上的方式授課，顛覆既有面對面授課互動關係。本研究以C大學為個案，該校面對新冠肺炎，在推廣教育數位課程上，面臨數位課程缺乏師生互動、軟硬體設備無法支援課程、改採線上學習後效果不彰、數位課程製作人力短缺，以及多人共享同一帳號等問題，造成營收減少的困境。為解決此問題，本研究先透過焦點團體訪談，了解C大學推廣教育部數位環境經營現況，及數位環境建置上的問題；其次，透過TRIZ方法將問題痛點進行分析收斂，再以多準則決策分析提出具體解決策略，以發展教育產業的數位轉型創新商業模式與管理策略。研究發現，創新管理策略之短程策略如:加強行銷推廣、增加意見反饋、拓展閱聽客群、結合線上線下資源、降低系統操作進入障礙。中程策略:加強建置數位友善介面、建立個人化學習歷程、利用大數據分析學員學習習慣及推播、掌握舊生忠誠度，維持現有數位平臺系統運作正常。長程策略則可驅動跨界合作、異業結盟、建置資訊安全防護網、導入數位教材自動化生成模組，及建立開放式資源共享平臺。

During the COVID-19 pandemic, in response to the government’s implementation of long-term home quarantine, markets such as remote video conferencing and cloud services have exploded in demand, changing people’s lifestyles and social patterns. In education, it has also greatly changed the modes of teaching and learning. Teachers and students must switch to online teaching, completely subverting the existing face-to-face interaction.
This study takes University C as a case. Facing the impact of the COVID-19 pandemic and in order to improve the school’s difficulties in reducing revenue due to problems such as lack of online interaction between teachers and students in digital courses, inability of hardware and software equipment to support related series courses, poor learning outcomes after switching to online learning, shortage of manpower for digital course production, and multiple people sharing the same account. Therefore, through focus group interviews, this study understands the current situation of the digital environment management of the division of extension education of University C, core resources and competitive advantages, and try to find out the problems in the construction of digital environment in the case; secondly, adopting TRIZ method to analyze and converge its pain points, and then propose specific feasible solutions through multi-criteria decision analysis, and develop innovative business models for digital transformation . Short-term strategies include strengthening marketing promotion, increasing feedback, expanding audience, combining online and offline resources, and reducing system operation entry barriers. Mediumterm strategies will strengthen the construction of a digital-friendly interface, establish personalized learning paths, use big data analysis to analyze students’learning habits and push notifications, grasp old students’learning loyalty, and maintain normal operation of existing digital platform systems. Long-term strategies include driving cross-border cooperation, crossindustry alliances, building information security protection networks, introducing digital teaching material automation generation modules, and establishing open resource sharing platforms.