企业对复合型营销人才的需求分析——基于广东省高职类市场营销人才需求调研  

Analysis on the Demand of Enterprise for the Compound Marketing Talents——Based on the Research of Higher Vocational Marketing Talents in Guangdong

作　　者：金晗[1] 孔繁正[1] 

机构地区：[1]广东农工商职业技术学院商务系

出　　处：《广东农工商职业技术学院学报》2017年第3期60-63,共4页Journal of Guangdong Agriculture Industry Business Polytechnic

基　　金：全国商业职业教育教学指导委员会教学改革研究"十三五"规划课题"市场营销专业‘3+2’中高职对口贯通分段培养人才培养方案开发研究"(JG-4)

摘　　要：企业对于专业口径宽厚、职业迁移能力强的复合型营销人才的需求越来越大,市场迫切需要既懂业务技术又掌握营销综合技能的复合型营销人才。该文对广东省大中小型企业以及市场营销专业毕业生进行调研,分析市场营销人才的能力结构,梳理营销专业人才应具备的核心能力和复合能力,尝试分析企业对复合型营销人才的需求。There is more and more demands from enterprise for compound marketing talents with broad professional skills and comprehensive vocational capability. The market is in pressing need of the compound marketing talents who master the business techniques and the comprehensive Guangdong small and medium-sized enterprises and marketing skills of marketing. Based on the investigation of graduates, this paper analyzes the ability structure of the marketing talents, and reviews the core competencies and composite capabilities which marketing professionals should have, aiming to analyze the demand of enterprise for the compound marketing talents.

关 键 词：复合型营销人才 市场营销专业 人才需求 

分 类 号：F713.5-4[经济管理—市场营销]