数字经济时代高职直播营销人才培养路径研究  

Research on the Path of Cultivating Live Broadcasting Marketing Talent in the Digital Economy Era

作　　者：骆莹雁[1] LU Ying-yan(Zhejiang Business Vocational and College,Hangzhou,Zhejiang 310053)

机构地区：[1]浙江商业职业技术学院,浙江杭州310053

出　　处：《江苏商论》2025年第4期28-31,共4页Jiangsu Commercial Forum

基　　金：浙江省高职教育“十四五”教学改革项目(项目编号:jg20230127)。

摘　　要：数字经济时代的到来,在一定程度上为直播营销的发展带来了机遇和挑战。本文在分析数字经济时代背景下直播营销现状的基础上,深入探讨高职直播营销人才需求与培养目标,并构建高职院校培养直播营销人才培养路径,以期完善高职直播营销人才培养理论以及对直播营销人才培养体系提供参考。The arrival of the digital economy era has brought opportunities and challenges to the development live broadcasting marketing to a certain extent.This article,based on the analysis of the current situation of live broadcasting marketing under the background of the digital economy era,explores demand and training objectives of live broadcasting marketing talents in higher vocational colleges,and constructs the path of cultivating live broadcasting marketing talents in higher vocational colleges,aiming at perfecting theory of live broadcasting marketing talent training in higher vocational colleges and providing reference for the live broadcasting marketing talent training system.

关 键 词：直播营销 人才培养 数字经济时代 高职院校 

分 类 号：G40[文化科学—教育学原理]