新质生产力背景下电子商务专业大学生营销能力培养研究  

Research on the Cultivation of Marketing Ability for E-commerce Majors under the Background of New Quality Productivity

作　　者：高凯静 刘彦东 Kaijing Gao;Yandong Liu(Business School of Anhui Xinhua University,Hefei,Anhui 230031)

机构地区：[1]安徽新华学院商学院,安徽合肥230031

出　　处：《现代管理论坛》2024年第4期31-40,共10页

摘　　要：随着时代的快速演进,新质生产力正深刻重构经济社会的发展格局,电子商务领域在这场变革中居于领先地位。在大数据、人工智能、物联网等前沿技术的深度渗透下,电子商务行业实现了从传统粗放式运营向精细化、智能化模式的转型,市场需求趋向多元化、个性化,竞争环境日益复杂多变。在此背景下,电子商务专业大学生作为行业发展的核心力量,其营销能力的培养至关重要。具备与时代同步的营销能力,方能精准对接市场对高素质营销人才的需求,成为推动行业持续发展的关键要素。因此,探究新质生产力背景下电子商务专业大学生营销能力的培养路径,具有深远的战略意义。本文旨在深入分析现状,提出有效策略,为高校电子商务专业的教学改革和人才培养提供有价值的参考。With the rapid evolution of the times,new quality productivity is profoundly reconstructing the development pattem of the economy and society,and the field of e-commerce is in a leading position in this transformation.Under the deep penetration of cutting-edge technologies such as big data,artificial intelligence,and the Internet of Things,the e-commerce industry has achieved a transformation from traditional extensive operations to refined and intelligent models.Market demand is becoming more diversified and personalized,and the competitive environment is becoming increasingly complex and changing.In this context,as the core force of industry development,the cultivation of marketing ability is crucial for college students majoring in e-commerce.Having marketing capabilities that are in sync with the times is essential for accurately meeting the market's demand for high-quality marketing talents and becoming a key factor in promoting the sustainable development of the industry.Therefore,exploring the cultivation path of marketing ability for e-commerce majors under the background of new quality productivity has profound strategic significance.This article aims to analyze the current situation in depth,propose effective strategies,and provide valuable references for the teaching reform and talent cultivation of e-commerce majors in universities.

关 键 词：新质生产力 电子商务 大学生 

分 类 号：F713.50[经济管理—市场营销]