电子商务背景下高职院校市场营销人才培养模式探讨

Discussion on the Training Mode of Marketing Talents in Higher Vocational Colleges under the Background of Ecommerce

近年来,电子商务行业的发展较为迅速,且电子商务凭借自身的诸多优势,对各个企业传统营销模式造成了直接的冲击。为顺应时代发展的趋势,国内企业逐渐加大了对于电子商务的重视程度,甚至个别企业将电子商务渠道视为产品营销的主要渠道。在这种形势之下,高职院校市场营销专业传统的人才培养策略及方案显然与企业的用人需求产生了偏差,为解决这一问题,就必须对市场营销专业在电子商务背景下的人才培养现状进行探究,并结合企业的用人需求,从多个角度探究全新的市场营销人才培养模式。

In recent years,the development of the e-commerce industry has been relatively rapid,and with its many advantages,e-commerce has directly impacted the traditional marketing models of various enterprises.In order to comply with the development trend of the times,domestic enterprises have gradually increased their emphasis on e-commerce,and even some companies regard the e-commerce channel as the main channel for product marketing.Under this situation,the traditional talent training strategies and programs of marketing majors in higher vocational colleges clearly deviate from the employment needs of enterprises.In order to solve this problem,it is necessary to research the current situation of marketing talent research under the background of e-commerce,and explore new marketing talent training models from multiple perspectives in accordance with the needs of enterprises for employees.