新质生产力背景下市场营销专业数字化转型与实施路径  

The Digital Transformation and Implementation Path of Marketing Major under the Background of New Quality Productivity

作　　者：蒋勋 JIANG Xun(Zhejiang Business College,Hangzhou Zhejiang 310053,China)

机构地区：[1]浙江商业职业技术学院,浙江杭州310053

出　　处：《湖北开放职业学院学报》2025年第8期166-168,共3页Journal of Hubei Open Vocational College

基　　金：浙江省高职教育“十四五”教学改革项目“数智时代高职营销专业数字化转型升级研究”(项目编号:jg20230124);2024年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“新质生产力背景下营销专业数字化转型策略与实施路径研究”研究成果(项目编号:202410A08)。

摘　　要：创新是驱动新质生产力发展的关键,核心在于高质量人才的培养。在新质生产力的背景下,高职市场营销专业在数字化转型升级中,注重提升学生的创新思维、数字技能和素养,旨在培养兼具营销技能和数字素养的高素质创新型人才。针对目前市场营销专业数字化转型中面临的问题,提出以下实施路径:升级数字化人才培养方案、构建数字化专业课程体系、创新数字化课堂教学模式,打造数字化教师创新团队,推进产教融合和科教融汇,满足新质生产力高质量发展对数字营销人才的需求。Innovation is the key to driving the development of new quality productivity,and the core lies in the cultivation of high-quality talents.In the context of new quality productivity,vocational marketing major focuses on enhancing students’innovative thinking,digital skills,and literacy in the process of digital transformation and upgrading,aiming to cultivate high-quality innovative talents who possess both marketing skills and digital literacy.In response to the problems currently faced in the digital transformation of the marketing major,the following implementation paths are proposed:upgrading the digital talent training program,constructing a digital professional curriculum system,innovating digital classroom teaching models,building a digital teacher innovation team,promoting the integration of industry and education,and integrating science and education to meet the demand for digital marketing talents in the high-quality development of new productivity.

关 键 词：新质生产力 市场营销 数字化转型 

分 类 号：G640[文化科学—高等教育学]