职业师范院校“校企校合作”需求契合机制构建——以市场营销专业为例

Research on Need Fitting Mechanism of the School-Enterprise-School Cooperation in Vocational Teachers' College——Taking Marketing Major as an Example

校企校合作是职业师范院校市场营销专业提高学生营销技能的必由途径。分析市场营销专业校企校合作现状及特征显示,需求错位是阻碍校企校合作主要的内在动因。以"了解需求-契合需求-满足需求"原则为激发合作内在动力,构建由需求契合探寻机制、需求契合协调机制、需求契合激励机制以及需求契合监督机制构成的市场营销专业校企校合作契合机制。

The school-enterprise-school cooperation is an effective keting major in vocational teachers college. Firstly, the paper approach to improve students＇ marketing skills of maranalyzes current situation and characteristics of the school-enterprise-school cooperation about marketing major, and points out that the major obstacles of the school-enter- prise-school cooperation is the demand dislocation. Then, it discusses demand level, characteristics and the reason of de- mand dislocation of school-enterprise-school cooperation. Lastly, basing on the principle of ＂understanding-fit-meet＂de- mand, it constructs need fitting mechanism for school-enterprise-school cooperation about marketing major from four aspects, what is need fitting mechanism of exploration, coordination, incentive and supervision.