The aim of higher vocational colleges is to cultivate high quality and skilled talents. Combined with the teaching practice of higher vocational jewelry marketing course, the knowledge, commodity, practicability and interest of jewelry mar-keting practice are interpreted in this paper; in connection with the current situation of market demand and students' employ-ment, the importance and significance of opening jewelry mar-keting practice course are analyzed; the design ideas of jewelry marketing practice course in higher vocational colleges are also explored in this paper. In accordance with the characteristics of higher vocational education, relevant suggestions on teaching re-form are proposed with respect to jewelry marketing practice course and skill development training.%高职院校的办学宗旨是培养高素质、技能型的人才。本文结合高职院校珠宝营销课程的教学实践，阐述了珠宝首饰营销实务课程的知识性、商品性、实用性和趣味性；针对市场需求和学生就业的现状，分析了开设珠宝首饰营销实务课程的必要性和意义；探讨了高职院校珠宝首饰营销实务课程的设计思路。根据高职教育的特点，就珠宝营销实务实训课程、技能拓展训练等方面，提出了相关教学改革建议。
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