数智时代高职营销专业数字化转型升级研究  

Research on the digital transformation and upgrading of marketing majors in higher vocational education in the digital intelligence era

作　　者：蒋勋 JIANG Xun

机构地区：[1]浙江商业职业技术学院,浙江·杭州310053

出　　处：《科教文汇》2025年第4期81-85,共5页Journal of Science and Education

基　　金：浙江省高职教育“十四五”教学改革项目(jg20230124)和2024全国商业职业教育教学指导委员会职业教育教学研究课题(202410A08)的研究成果。

摘　　要：数字化转型是数智时代职业教育提升人才培养质量的重要战略选择。当前,高职院校在推动专业数字化转型的进程中,面临数字化转型战略不清导致的“不敢转”、数字化转型能力不够导致的“不会转”、数字化改造成本偏高导致的“不想转”、数字化人才储备不足导致的“不善转”等多方面的挑战。该文在分析专业数字化转型策略的基础上,提出高职营销专业数字化转型的实施路径:制订数字营销人才培养新方案、升级数字营销课程新体系、建设数字营销平台新资源、开展数字营销课堂新模式、完善数字营销实训新设施、打造数字营销“双师型”新队伍。Digital transformation is an important strategic choice for vocational education in the era of digital intel-ligence to improve the quality of talent cultivation.Currently,higher vocational colleges are facing various chal-lenges in promoting the digital transformation of their majors,such as the lack of clear digital transformation strat-egies leading to“reluctance to transfer”,insufficient digital transformation capabilities leading to“inability to transfer”,high digital transformation costs leading to“unwillingness to transfer”,and insufficient digital talent re-serves leading to“poor transfer”.Based on the analysis of strategies for the digital transformation of majors,this paper proposes an implementation path for the digital transformation of vocational marketing majors:developing a new plan for digital marketing talent training,upgrading the new system of digital marketing courses,building new resources for digital marketing platforms,developing new models for digital marketing classrooms,improving new facilities for digital marketing training,and building a new team of“dual-qualification”teachers in digital market-ing.

关 键 词：数智时代 营销专业 数字化 转型升级 

分 类 号：G712[文化科学—职业技术教育学]