全媒体环境下高职市场营销教学改革与创新研究  

Research on the Construction of New Marketing Strategy Models for Enterprises under the Background of Digital Economy

作　　者：白亚青 BAI Yaqing

机构地区：[1]山西国际商务职业学院商务系,山西太原030031

出　　处：《辽宁省交通高等专科学校学报》2024年第5期81-85,共5页Journal of Liaoning Provincial College of Communications

摘　　要：全媒体环境下,推进高职市场营销教学改革不仅是适应新时代全媒体营销特征的现实要求,还是满足市场营销学实践性要求、促进学生自身专业能力发展的必然选择。针对当前高职市场营销教学存在的认知局限、内容陈旧、方法单一、师资薄弱及考评机制不合理等问题,亟须通过提高认知、秉持合作精神,整合内容、重构专业课程,技术赋能、丰富教学方法,优化师资、改进评价体系等一系列措施,深化高职市场营销教学改革与创新,为提高高职市场营销教学质量建言献策。The development of technology has promoted industrial upgrading and integrated it with the real economy, thus giving birth to a new form of digital economy. The arrival of the digital economy has had a profound impact on enterprise marketing strategies, not only causing turbulence in the marketing environment, but also transforming the marketing organizational structure and promoting the improvement of enterprise marketing capabilities. In order to better adapt to the requirements of the digital economy era,enterprises need to promote the construction of new marketing strategies through four aspects: system planning, demand focus, technology adaptation, and brand building, in order to keep up with the times.

关 键 词：全媒体 市场营销 教学改革 

分 类 号：G712[文化科学—职业技术教育学]