新媒体下高职院校营销专业学生能力培养研究  

Ability Training of the Students Majoring in Marketing of Higher Vocational Colleges Under New Media Background

作　　者：张潇化[1] ZHANG Xiao-hua(Shanxi Professional College of Finance, Taiyuan 030008 China)

机构地区：[1]山西金融职业学院,山西太原030008

出　　处：《科技创新与生产力》2017年第11期30-31,34,共3页Sci-tech Innovation and Productivity

摘　　要：在新媒体快速发展与变革的大背景下,运用新媒体开展营销活动成为众多企业在激烈竞争中立于不败之地的必要选择,企业需要大量既懂得新媒体运用又掌握市场营销专业知识与技能的创新型人才,这就对营销专业学生的新媒体营销能力提出了更高的要求。本文通过对新媒体背景下营销人才需求的变化及传统营销专业教学中存在的问题进行探讨,分析了高职院校市场营销专业学生能力培养的主要路径,提出了学生营销能力培养研究的新模式。With the rapid development of new media and the fierce competition of market,it has become a necessary choice for many enterprises to use new media in mark eting activities.Enterprises need a large number of innovative talents who possess both new media knowledge and mark eting skills,which puts forward higher requirements for the students majoring in marketing.This paper discusses the demand changes for marketing talents under the background of new media and the problems of traditional marketing teaching.Then it analyzes the main ways of cultivating the marketing ability of students in the marketing major under the background of new media,and puts forward new training modes for higher vocational colleges.

关 键 词：新媒体 市场营销专业 营销能力 教学体系 

分 类 号：G712[文化科学—职业技术教育学] F713.50[文化科学—教育学]