基于扎根理论的电子商务运营能力模型构建及启示  

The Construction and Enlightenment of E-commerce Operational Capability Model Based on Grounded Theory

作　　者：包金龙[1] 王晓雪[1] BAO Jinlong;WANG Xiaoxue(School of Management,Suzhou Vocational University,Suzhou 215104,China)

机构地区：[1]苏州市职业大学管理学院,江苏苏州215104

出　　处：《苏州市职业大学学报》2018年第3期48-51,共4页Journal of Suzhou Vocational University

基　　金：苏州市职业大学"青蓝工程"资助项目

摘　　要：基于企业招聘需求信息,应用扎根理论方法,探索电子商务运营能力结构模型。研究发现:电子商务运营能力是由环境分析能力、运营规划能力、运营工具应用能力、运营优化能力和通用能力五种能力构成,其中通用能力是其他能力的基础;运营工具应用能力属于操作层运营能力,是形成优化能力及环境分析能力的基础;环境分析能力影响战术层的运营优化能力和战略层的运营规划能力。据此,从人才培养理念、课程设置及教学设计三个方面对高职电子商务运营人才培养给出了一些启示。Based on the recruitment demand information released by the enterprise,the grounded theory is applied to explore the e-commerce operational capability structure model.It is found that e-commerce operational capability consists of five aspects:environmental analysis capability,operational planning capability,operational tool application capability,operational optimization capability and universal capability;among them,universal capability is the basis of other capabilities,and operational tools application capability belongs to operational layer ability,which is the basis of the ability to optimize and analyze the environment;the ability to analyze the environment affects the operational optimization capabilities at the tactical level and the operational planning capabilities at the strategic level.Based on these,three enlightenments are shared for the cultivation of e-commerce operation talents in vocational colleges from three aspects:the concept of personnel training,the curriculum setting and teaching design.

关 键 词：扎根理论 电子商务运营 岗位能力 人才培养 

分 类 号：G642[文化科学—高等教育学]