继续教育研究Issue(10)：71-75,5.
基于CBBE模型的开放大学老年教育品牌建设研究
Research on the Brand Construction of Elderly Education in Open Universities Based on the CBBE Model
摘要
Abstract
With the surge in demand and intensified competition in the elderly education market,the brand construction of open universities for elder-ly education is faced with opportunities and challenges.Based on the CBBE model,this study focuses on solving the existing problems in the brand con-struction of open universities for elderly education.Firstly,it analyzes the potential of the elderly education market,such as the growth of market scale and the diversification of audience needs,as well as the challenges such as scattered resources,low brand awareness and unbalanced curriculum value.It clar-ifies the strategic significance of brand construction for open universities to enhance competitiveness and to expand social service functions,and demon-strates the theoretical applicability of the CBBE model in the brand construction of elderly education.The study further points out the dilemmas faced by open universities,such as insufficient brand salience,homogeneous connotations,delayed response and loose relationships.Finally,aiming at the prob-lems exposed in practice,it proposes an implementation framework for the brand construction of open universities for elderly education under the CBBE model framework and puts forward optimization strategies from the dimensions of localized symbol translation of brand identity,curriculum structural inno-vation of brand connotations,ecological contact reconstruction of brand response and collaborative network expansion of brand relationships,so as to pro-vide theoretical and practical guidance for the brand construction of open universities for elderly education.关键词
CBBE模型/老年教育/品牌建设策略/开放大学Key words
CBBE model/Elderly education/Brand construction strategies/Open university分类
社会科学引用本文复制引用
万美晨..基于CBBE模型的开放大学老年教育品牌建设研究[J].继续教育研究,2025,(10):71-75,5.基金项目
2024年度佛山开放大学校级科研项目立项课题"融媒体时代开放大学招生宣传创新策略研究"(编号:KJ2407). （编号:KJ2407）
