地方高校“数字+营销”跨界人才培养影响因素研究  

Study on the Influencing Factors of"Digital+Marketing"Cross-Border Talent Training in Local Universities

作　　者：梁玉梅 范孝雯 LIANG Yumei;FAN Xiaowen(Zhanjiang Institute of Science and Technology,Zhanjiang Guangdong,524084,China)

机构地区：[1]湛江科技学院,广东湛江524084

出　　处：《文化创新比较研究》2025年第4期128-132,共5页Comparative Study of Cultural Innovation

基　　金：广东省高等教育学会“十四五”规划2023年高等教育研究课题“乡村振兴背景下协同理论视角的地方高校数字+营销跨界人才培养模式及影响因素研究”(课题编号:23GYB103)。

摘　　要：在乡村振兴背景下,该文融合文化创新理念,通过文献检索、专家访谈,结合AHP分析法,构建了“数字+营销”跨界人才培养的影响因素指标体系。该指标体系分4层:目标层、准则层、因子层和指标层,共43个因素。同时,借助计算机软件Yaahp对指标体系进行分析,通过AHP定量分析,明确了在“数字+营销”跨界人才培养中,哪些因素最重要,哪些因素次重要,哪些因素不重要。最终,根据Yaahp软件的计算结果,给出了影响因素的综合权重及权重排序,并据此提出在乡村振兴背景下,相应地融入文化创新理念的“数字+营销”跨界人才培养建议。Under the background of rural revitalization,this paper integrates the concept of cultural innovation,constructs an index system of influencing factors of cross-border digital+marketing talent training through literature retrieval,expert interviews and AHP analysis.The index system is divided into four layers:target layer,criterion layer,factor layer and index layer,with a total of 43 factors.At the same time,with the help of computer software Yaahp,the index system is analyzed,and through the quantitative analysis of AHP,it is clear which factors are the most important,which factors are the second most important and which factors are not.Finally,according to the calculation results of Yaahp software,the comprehensive weight and weight ranking of influencing factors are given,and accordingly,the corresponding suggestions on cross-border talent training of digital+marketing with the concept of cultural innovation are put forward under the background of rural revitalization.

关 键 词：数字+ 跨界人才培养 AHP分析法 文化创新 乡村振兴 营销 

分 类 号：F224[经济管理—国民经济]