基于校企协同的复合型营销人才育人模式的探索——以“百丽国际店长”协同育人班为例

High-skilled Marketing Talents Development in the Context of Collaborative Education

产业经济的转型亟需复合型营销人才。复合型营销人才的培养必须在"三育人"理念的指导下进行,强调在"营销+行业管理拓展"或"营销+校企协同拓展"的育人模式下进行。校企协同是培养高质量营销人才的动力源。"百丽国际店长"校企协同育人班取得成效的关键在于创新管理体制,构建运行机制和瞄准行业领先并占领制高点。

The transformation of industrial economy calls for comprehensive marketing talents. This paper holds that the training of comprehensive marketing talents is to be conducted under the guidance of Three Educations, namely cultural education, collaborative education and compound education. Therefore, the author proposes an education model of marketing plus industry management development or marketing plus school-enterprise collaborative development as it is believed that the collaboration between schools and enterprises is the source of driving force for the education of top marketing personnel. With Belle International Managers Class as a case in point, the paper makes an in-depth analysis into collaborative education, covering shop managers＇ post analysis, curriculum development, implementation process etc. The key to the success of collaborative education lies in the innovation of management system, the establishment of operation mechanism, and the collaboration with leading enterprises.