1 Haksever et al Zeithaml 移动学习中服务的理念 Zeithaml & Bitner 2000 AMA Gronroos 2007 Payne 2011 Kotler 2008 ISO Fitzsimmons 移动学习服务的类型和层

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1 第 18 卷第 6 期 2012 年 12 月开放教育研究 Open Education Research Vol. 18,No. 6 Dec 王晓晨 2 黄荣怀仅仅从教学和技术的角度设计移动学习, 对于学习者的实际体验来说, 仍然可能存在诸多挑战和困难因此, 支持服务设计是移动学习得以顺利开展的前提保障本文首先界定了移动学习的内涵及主要特征 ; 详细阐述了面向学习活动的移动学习服务的构成要素, 并结合教育和服务的双重需求提出了设计中应遵循的基本原则 ; 最后基于服务包的核心理念, 提出了融合产品 - 服务的移动学习一体化解决方案移动学习服务 ; 服务包 ; 服务设计 G434 A CNNIC e - Learning e Learning Corlett et al. 2. 从关注活动设计到关注支持服务 2005 Nash 移动学习概念的发展演变 Win- ters

2 1 Haksever et al Zeithaml 移动学习中服务的理念 Zeithaml & Bitner 2000 AMA Gronroos 2007 Payne 2011 Kotler 2008 ISO Fitzsimmons 移动学习服务的类型和层次 Fitzsimmons 移动学习中服务的特征 17

3 Fitzsimmons 1 2 / / QuickOffice / Pine & Gilmore Jensen Schmit 移动学习服务包的结构移动学习服务的设计原则 1 Fitzsimmons 2010 Levitt

4 Kotler Sewart 1978 Lovelock 1995 Berry & Parasuraman Gronroos Fitzsimmons 2010 Levitt 2008 Fitzsimmons 2 / 面向学习者多样性需求的移动学习服务包 Cardozo

5 计框架 [J]. 远程教育杂志,( 1) : 3-7. ) [9]Jensen,R. ( 2001). The dream society [M]. McGraw - Hill: [11] Levitt,T. ( 2008). Marketing myopia[m]. Harvard Business Press: [12] Liu Liwen ( 2004 ). Service operation management ( in Chinese) [M]. Beijing: Tsinghua University Press: ( 刘丽文 ( 2004). 服务运营管理 [M]. 北京 : 清华大学出版社 : ) [13] Lovelock C. H. ( 2004). Service marketing: An Asia - Pacific and Australian Perspective[M]. Pearson Education Australia: [14] Payne,A. ( 2011). Marketing plans for services[m]. John Wiley & Sons: [15]Pine,B. J.,& Gilmore,J. H. ( 2011). The experience economy [M] [16] Schmit B. H. ( 1994 ),Extending brands with new product [1]Berry,L. L.,& Parasuraman A. ( 1996). The behavioral consequences of service quality[j]. Journal of Marketing,60: breadth [J]. Journal of Business Research,31( 1) : concepts: The role of category attribute congruity,brand affect,and brand [2]Cai Su,& Huang Ronghuai( 2009). Service is a new requirement of digital campus( in Chinese) [J]. Information Technology Educatem of learning at a distance[m]. Hagen: [17] Sewart,D. ( 1978). Continuity of concert for students in a systion,( 11) : [18]Shen Yong( 2008). Education service management: Based on ( 蔡苏, 黄荣怀 ( 2009). 服务是数字校园新的需求 [J]. 中小学 the perspective of student satisfactory( in Chinese) [M]. Beijing: Intellectual Property Publishing House: 信息技术教育,( 11) : ) [3] Cardozo,R. ( 1965). An experimental study of customer effort, ( 沈勇 ( 2008). 教育服务管理基于学生满意的视角 [M]. expectation,and satisfaction[j]. Journal of Marketing Research,2( 8) : 北京 : 知识产权出版社 : ) [19]Winters,N. ( 2007). What is mobile learning[a]. Big issues [4]Corlett,D.,Sharples,M.,Bull,S.,& Chan,T. ( 2005). Evaluation of a mobile learning organizer for university students[j]. Journal of [20]Zeithaml,V. A.,& Bitner,M. J. ( 2000). Services marketing: in mobile learning[c]. LSRI University of Nottingham: Computer Assisted learning,21( 3) : Integrating customer focus across the firm( 2nd ed.) [M]. Boston,MA: [5]Fitzsimmons,J. A. ( 2010). Service management: Operations, McGraw - Hill. strategy,information technology [M]. McGraw - Hill Education - Europe: Service Marketing[M]. McGraw - Hill Higher Education: [21]Zeithaml,V. A.,Bitner,M. J.,& Gremler,D. D. ( 2008). [6]Gronroos,C. ( 2007). In search of a new logic for marketing: Foundations of contemporary theory[m]. John Wiley & Sons: [7]Haksever,C.,Render,B.,& Russell,R. S. ( 1999). Service management and operations[m]. Prentice Hall: [8]Huang Ronghuai,Wang Xiaochen,& Li Yushun ( 2009 ). Towards a theory of mobile learning activity design( in Chinese) [J]. Journal Of Distance Education,( 1) : 3-7. ( 黄荣怀, 王晓晨, 李玉顺 ( 2009). 面向移动学习的学习活动设 [10] Kotler,P. ( 2008). Priciples of marketing[m]. Prentice Hall: 王晓晨, 博士, 首都师范大学教育技术系教师 ( wangxc. cnu@ gmail. com) ; 黄荣怀, 博士, 教授, 博士生导师, 北京师范大学知识工程研究中心 M obile Learning Service Design for Inform al Learning Cont ext WANG Xiaochen 1 & HUANG Ronghuai 2 1. Department of Educational Technology Capital Normal University Beijing China 2. R&D Center for Knowledge Engineering Beijing Normal University Beijing China Abstract When designing mobile learning only from the perspective of instruction and technology learners will still experience difficulties and challenges. Design for service is the key to create smooth mobile learning experiences. In this paper the authors first define the concept and characters of mobile learning then elaborate on the factors and design principles for mobile learning service. Finally mobile learning integration solutions based on the concept of service package are proposed. Key words mobile learning service service package service design 20

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. 1 4 Web PAD 20 1 2014 2 Open Education Research Vol. 20 No. 1 Feb. 2014 1 2 1. 100875 2. - 100875 G434 A 1007-2179 2013 06-0100 - 11 10 2013 2013 Microlecture Minicourse Microlesson Microlecture A Le Roy A. McGrew