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市场营销是企业以顾客的需要为基本出发点,来开展各项经营活动,为顾客提供满意的商品和服务,从而实现企业目标的过程。市场营销学作为一门创新的学科,如果没有创新与发展,那么就会缺少生命力。因此,市场营销教学过程中,必须要注重创新,培养一批适应时代发展需要的创新型营销人才。文章从高职院校市场营销教学的现状入手,重点分析了市场营销教学的创新改革及对当前高职院校的市场营销教学改进的有关建议,为今后的研究提供了有利依据。
Marketing is the business needs of customers as the basic starting point to carry out various business activities to provide customers with the satisfaction of goods and services in order to achieve the process of business goals. Marketing as an innovative discipline, if there is no innovation and development, then there will be a lack of vitality. Therefore, marketing teaching process, we must focus on innovation, training a number of innovative marketing professionals to meet the needs of the development of the times. The article starts with the status quo of marketing teaching in higher vocational colleges, and focuses on the innovation and reform of marketing teaching as well as the suggestions on the marketing teaching improvement in the current higher vocational colleges, which provides a good basis for future research.