数字化背景下营销人才创新能力培养几点思考

Innovation Ability Cultivation of Marketing Talents under the Digital Background: Some Preliminary Thoughts

数字化营销颠覆了以往的营销思维方式和行为方式。数字化营销强调能充分利用计算机、通信、网络、人工智能等技术对营销活动高效率精准地实现营销创新,而营销创新是这一过程的关键。数字化背景下营销人才创新能力和创新能力培养倍受关注。本文从心理学视角界定营销人才创新能力及构成,并从四个方面探讨创新能力培养问题,即课程体系建设要体现对创新能力培养的要求;课堂教学活动设计突出激发学生创新能力;实践环节设计及实施立足于给学生提供高质量创新实践机会;努力构建科学合理的创新能力评价和激励机制。

Traditional marketing of thinking and behavior are subverted by Digitals emphasizing on systematic application of computer, communication, network, artificial intelligence and other technologies to achieve highly efficient and precise marketing innovation where marketing innovation as the output. Innovation ability training of marketing talents is paid much attention in digital background. This paper covers the connotations and constituent elements of marketing talents＇ innovation abilities by psychology. And the cultivation of innovation ability is discussed in the requirement of the cultivation of innovation ability be embodied in the construction of curriculum; students＇ innovation ability should be stimulated by classroom teaching, and the implementation of the practice program be based on opportunities of high quality innovation, that rational evaluation and incentive mechanism for innovation ability should be set up.