高职网络营销课程内容改革探索——基于招聘网站有关任职能力的文本分析

Exploration into the Course Content Reform of Network Marketing in Higher Vocational Colleges:Text Data Analysis Based on Recruitment Website

通过开源数据"爬取"工具从中华英才网中"爬取"职位名称为"网络营销"的企业招聘文本数据,建立LDA主题模型,从而提取并解构企业对该岗位能力的需求。在"主题、关键词"对应关系的基础上,最终抽取企业对网络营销人才在专业能力和市场把握能力方面的需求信息,并以此重新设计高职院校网络营销课程的教学内容。针对企业最重视就业者的网络营销策划和推广能力,建议在教学内容设计中增加网络营销策划及实施的教学内容,同时加强培养学生对网络推广方式和工具熟练应用的能力。

The enterprise recruitment text data named“Online Marketing”are“crawled”in ChinaHR.com through the open source data“crawling tool”,and then the LDA theme model is established to extract and deconstruct the enterprises'requirments for the position.On the basis of the corresponding relationship between the theme and the key words,the enterprises' requirements for the network marketing talents in the professional ability and marketing grasping ability are finally extracted,and the teaching contents of the network marketing courses in higher vocational colleges are redesigned.In view of the fact that enterprises attach the most importance to the employees' abilities of network marketing planning and promotion,the teaching content of network marketing planning and implementation should be added in the teaching content design,and the students' abilities of network promotion and using tools proficiently should be strengthened as well.