市场营销专业校内实训基地建设的探索与研究

摘要

Developing the front-line practical talents in production,grass-roots level,management and service represents cultivation objective of higher vocational education,around which talent cultivation mode,operation mechanism,practical teaching and practical training base are constructed,implemented and organized. Based on the innovative probe and practical experience on on-campus practical training base construction for Marketing Program in vocational colleges, the article argues that talent cultivation for Marketing Program should be transferred to highly-skilled practical talents from advanced professional talents.%高等职业教育的培养目标是面向生产、面向基层、面向管理和服务一线培养实用型人才，而人才培养模式、运行机制，实训教学和实训基地的建设等都要围绕这一培养目标来构建、实施和组织。通过高职院校市场营销专业校内实训基地建设的创新探讨和实践体会，论证高职市场营销专业的人才培养应从“高级专门人才”培养转向“应用型或操作型高技术人才”培养。