“学习共同体”式跨境电商语言服务项目课程设计研究——以商务英语人才培养为例

Innovation on "Learning Community" Based Cross-Border E-commerce Language Service Project Course——With the Cultivation Path of Business English Talents as the Case

跨境电商产业进入3.0时代后,对外语语言服务的需求日益提升。全球化与信息科技革命使全球语言服务业发展迅猛,跨境电商已成为中国语言服务需求的第三大行业。但由于国内语言服务人才培养经验不足,导致行业整体服务水平较弱。商务英语专业的复合型人才培养目标与跨境电商人才需求契合度极高,但依旧存在人才培养与市场需求错位等瓶颈,未形成具有差异性的商务英语跨境电商人才供给侧优势。在此背景下,为了帮助商务英语专业以跨境电商与语言服务人才的需求为契机,创新人才培养路径,本文探究了如何协同长三角区域的跨境电商校企行资源,植入跨境电商语言服务真实项目,从课程理念、课程内容、课程实施、课程评价等维度进行创新,建构"学习共同体"式跨境电商语言服务项目课程模式,以期为商务英语人才培养路径构建和跨境电商产业发展提供借鉴。

Entering the 3.0-era,the Cross-border E-commerce has ranked the top three industries in the demand for language service.However,the overall language service level in China is far from satisfaction due to the lack of experience on talent cultivation.The talent cultivation objective of Business English fits the interdisciplinary talent requirement of C ross-border E-commerce,yet it still faces lots of bottlenecks such as the dislocation of talent cultivation target and the market needs,the lack of qualified teachers,outdated teaching materials,the inappropriate evaluation system,the consolidation of teaching models and the inadequate collaboration between school and enterprises,which fail to create the differentiated talent supply advantage with Business English as its characteristics for C ross-border E-commerce.In this context,this paper discusses how to integrate the resources of the government,university,guild and enterprises of C ross-border E-commerce with the implantation of real language service projects into course.It discusses how to construct the "Learning Community" based Cross-border E-commerce Language Service Project Course by innovating on course idea,content,implementation and evaluation.In terms of the course idea, "learning community" emphasizes interpersonal psychological compatibility and communication.Inspired by the common vision,the learning community communicates and shares various learning resources by giving play to the dynamic role of group participation and cooperation,so as to complete the common learning task by interacting with each other.In this concept,the cultivation of language service talents in Cross-border E-commerce should make full use of regional resource advantages and service market demands,and construct a three-dimensional resource channel of "learning community" of universities,governments,industries and enterprises through multi-party linkage.With regard to the course content,according to the actual work flow,the language service for Cross-border E-commerce can be divided into three modules:platform product display,customer communication service and overseas whole network marketing.Product display language services on the platform include:product title,keyword optimization,product introduction copy,product introduction video,product selling points and interface optimization.Service contents include:pre-sale product consultation,after-sales product dispute settlement.Overseas whole network marketing language services include:Internet search promotion,EM S marketing,SEO,LinkedIn,Google Plus,Facebook,YouTube and other social media marketing.Based on real project,the course will cover all the above-mentioned content by dividing into three stages "Introduction to the Course" "Guide to Learning Plan" and "Project Drives".As for the course implementation,in addition to experienced teachers,teaching platform,information technology equipment,business incubation park and real projects and other teaching materials should also be included.With respect to the evaluation,the course adopts the threedimensional amart evaluation method of "electronic portfolio+diagnostic evaluation".The evaluation content mainly consists of:course contribution(30%),project task(40%) and actual combat performance(30%).Multiple stereoscopic diagnostic evaluation is composed of teacher evaluation(40%),student evaluation(10% self-evaluation by students,10% mutual evaluation by students) and enterprise evaluation(40%).