跨境电商背景下高职市场营销人才培养研究

Researches on the Marketing Personnel Training in Vocational Colleges under the Background of Cross Border E-commerce

近年来,传统外贸发展速度放缓,异军突起的电子商务为对外贸易注入新的活力。各种政策利好促使我国跨境电商以30%以上的年增速高速增长。"跨境电商时代"的到来给高职市场营销的人才培养带来新的挑战。从市场营销专业人才培养滞后于行业发展、多方位增加市场营销专业学生就业机会的角度提出改革的必要性,继而分析现有培养模式存在的问题并探究成因,最后对跨境电商背景下高职市场营销人才培养模式改革提出相关建议。

In recent years,the growth of traditional foreign trade has slowed markedly. But E-commerce developed very well in a surprising speed and injected new vitality for international trade. Under the Recent favorable policies, China's cross-border electricity business has been growing at an annual rate of over 30%.The arrival of "cross-border electricity era" brings new challenges to talents training of marketing in vocational colleges. This paper puts forward the necessity of reform from the point of view that the training of marketing professionals lags behind the development of the industry and increases the employment opportunities of marketing students in various ways. Then it analyzes the existing problems in the training mode and explores the causes. Finally, it puts forward relevant suggestions on the reform of marketing personnel training mode in vocational colleges under the background of cross-border e-commerce.