Research On Business Model Of MOOC

Under the background of education informationization today, based on the fact that "sharing" open educational resources movement is the inevitable trend of the world education development, and accompanied by the emergence of lifelong education, people are wil ing to spend more time to receive education, hoping to get personalized and high quality of education. These series of requirements promote the birth of the MOOC. The basic characteristics of MOOC are low cost, high quality and whenever and wherever possible, can no longer confine to the university campus. In this sense, not only can everyone receive high quality education chance, but this can also solve the high quality education resources, the prominent problem of our lack of current source. Long term development and establish a clear business model contributes to MOOC, while a successful business model will bring businesses huge opportunities and wealth.Firstly, introducing the concept and development status of MOOC. The study defines the research status at home and abroad, and then explains the MOOC industry value chain, the structure described, analysis of difficulties and challenges existing in the commercial development of MOOC. Secondly, by means of the theory of business model research, value realization principle, value realization process of commercial operation mode of MOOC based on the theoretical level, through the classification, try commercial operation pattern to design MOOC. Again, through the SWOT analysis method, to the United States Coursera Corporation as the research work related to the case, in order to provide some reference for the development of innovation and entrepreneurship in China MOOC. Finally, from the analysis of macro policy and legal level, industry, industry level and micro enterprise level, put forward some thoughts of optimizing MOOC commercial operation.Through this research, according to the characteristics of MOOC and facing the trend of development, and the predicament of commercial operation, the author will propose the optimization of the commercial operation of MOOC and suggestions for further improvement.However, MOOC, in its development process, also needs to make corresponding adjustments and further innovation according to the actual situation, in order to achieve commercial operation and profit. Because our country is in the process of the development of MOOC and the commercial pattern starts late, and more focus on the operation mode of the public welfare. Thus, establishing a real commercial mode of MOOC has a long way to go. This paper puts forward some thinking on the construction and optimization of MOOC business model,hoping to platform and commercial MOOC of China’s operators have a positive role in promoting.