服务乡村振兴的高职院校市场营销专业人才培养模型构建与实践路径——基于AHP方法的实证分析  

The Construction and Practice Path of Talent Training Model for Marketing Professional Services for Rural Revitalization in Higher Vocational Colleges:An Empirical Analysis Based on AHP Method

作　　者：丁斅 陈旖 DING Xiao;CHEN Yi(Wuxi Vocational Institute of Commerce,Wuxi,Jiangsu 214153,China)

机构地区：[1]无锡商业职业技术学院,江苏无锡214153

出　　处：《山东商业职业技术学院学报》2025年第2期37-42,共6页Journal of Shandong Institute of Commerce and Technology

基　　金：教育部人文社会科学研究青年基金项目“银发经济背景下老年友好型智慧城市构建机理与实践路径”(24YJC790031);江苏省社科应用研究精品工程社会教育(社科普及)专项立项课题“基于融合发展理论的地方高校赋能江苏社区老年教育发展策略研究”(24SJA-109);无锡商业职业技术学院“雏鹰计划”专项(RS23CY001)。

摘　　要：随着乡村振兴的全面推进,我国乡村产业持续健康发展,这对市场营销类人才提出了更高的要求。然而,作为基层营销人才的主要培养基地,部分地方高职院校资源有限,难以实现高素质技术技能人才的有效供给。通过文献研究法和德尔菲法得到各级评价指标权重,运用层次分析法构建市场营销专业服务乡村振兴的人才培养模型,建立多级判断矩阵,有效消除人为因素的影响,为合理优化新形势下市场营销专业人才培养路径提供参考依据。研究结果显示,在市场营销专业服务乡村振兴人才培养的过程中,学生的主体性非常强。高职院校应坚持以学生为中心,将人才培养置于农业发展和乡村振兴的大背景下,帮助学生多角度、深层次地参与乡村振兴中。With the comprehensive promotion of rural revitalization,China’s rural industry has developed sustainably and healthily,which has put forward higher requirements for marketing talents.However,as the main training base for grassroots marketing talents,some local higher vocational colleges have limited resources,and it is difficult to achieve an effective supply of high-quality technical and skilled talents.Through the literature research method and the Delphi method,the weights of evaluation indicators at all levels were obtained,and the analytic hierarchy process was used to construct the talent training model of marketing professional services for rural revitalization,and a multi-level judgment matrix was established to effectively eliminate the influence of human factors,so as to provide a reference for reasonably optimizing the training path of marketing professionals under the new situation.The results show that in the process of cultivating talents for rural revitalization in marketing majors,students have a strong subjectivity.Vocational colleges should adhere to the student-centered,put talent training in the context of agricultural development and rural revitalization,and help students participate in rural revitalization from multiple angles and at a deep level.

关 键 词：乡村振兴 职业教育 产教融合 人才培养 市场营销专业 

分 类 号：G712[文化科学—职业技术教育学]