本文選題：市場營銷專業(yè) + 就業(yè)競爭力��； 參考：《曲阜師范大學(xué)》2017年碩士論文

【摘要】：職業(yè)教育人才培養(yǎng)的質(zhì)量關(guān)乎國家經(jīng)濟(jì)結(jié)構(gòu)轉(zhuǎn)型和發(fā)展質(zhì)量的提升,也影響職業(yè)教育與產(chǎn)業(yè)良性互動、協(xié)同發(fā)展的實(shí)現(xiàn);就業(yè)是職業(yè)教育的宗旨,畢業(yè)生的就業(yè)競爭力是職業(yè)教育人才培養(yǎng)質(zhì)量的重要體現(xiàn)。根據(jù)麥可思研究報(bào)告,部分高職專業(yè)對應(yīng)的職業(yè)(崗位)在招聘相應(yīng)人才時(shí)并無專業(yè)的要求或限制,如銷售人員、市場服務(wù)人員、文職人員。為什么這些崗位對從業(yè)者并無專業(yè)的限制?排除和忽略了供求關(guān)系的影響,本研究假設(shè)高職院校相關(guān)專業(yè)畢業(yè)生在從事相應(yīng)職業(yè)(崗位)時(shí)沒有表現(xiàn)出明顯的優(yōu)勢;并且圍繞這一假設(shè),以市場營銷專業(yè)為例展開了相關(guān)研究。有文獻(xiàn)研究指出在鋼鐵業(yè)和保險(xiǎn)業(yè)有無市場營銷專業(yè)背景對銷售表現(xiàn)或績效均沒有明顯差異。本文對用人單位和高職市場營銷專業(yè)畢業(yè)生進(jìn)行問卷調(diào)查,結(jié)果發(fā)現(xiàn)高職市場營銷專業(yè)畢業(yè)生在從事銷售工作時(shí),表現(xiàn)出來的優(yōu)勢有營銷理論豐富、崗位認(rèn)同感強(qiáng),而在勝任營銷工作平均所需時(shí)間、銷售技能、成就動機(jī)三方面與高職非營銷專業(yè)畢業(yè)生比并無差異。依據(jù)就業(yè)競爭力的概念和以上研究結(jié)果,本文得出了高職營銷專業(yè)畢業(yè)生在從事銷售工作時(shí)就業(yè)競爭力不強(qiáng)的結(jié)論,這也說明高職院校培養(yǎng)營銷人才的質(zhì)量不高。導(dǎo)致這一結(jié)論的直接因素可以歸納為職業(yè)院校并未甄選具備成就動機(jī)、學(xué)習(xí)能力、職業(yè)價(jià)值觀等個(gè)人特質(zhì)與銷售崗位匹配的學(xué)生進(jìn)行培養(yǎng),市場營銷專業(yè)畢業(yè)生缺乏行業(yè)知識等;那能否得到有效改進(jìn)呢?這一結(jié)論又會產(chǎn)生哪些影響?本文討論了職業(yè)學(xué)校為主體的職業(yè)(崗位)人才培養(yǎng)途徑的有效性、職業(yè)教育吸引力等問題。培養(yǎng)營銷人才有哪些國際經(jīng)驗(yàn)?對我們改進(jìn)營銷人才甚至是其他職業(yè)人才的培養(yǎng)又會提供哪些方面的啟發(fā)和思路?從就業(yè)競爭力的角度,本文認(rèn)為美國營銷人才對我國的啟示是重視通識教育及完善的職業(yè)指導(dǎo)制度;德國職業(yè)人才培養(yǎng)對我國的啟示是現(xiàn)代學(xué)徒制保障職業(yè)人才培養(yǎng)質(zhì)量及職業(yè)教育具有吸引力為職業(yè)人才培養(yǎng)提供良好生源。最后本文提出提升高職市場營銷專業(yè)畢業(yè)生就業(yè)競爭力的對策與建議,如以勝任力為基礎(chǔ)確定專業(yè)培養(yǎng)方案、加強(qiáng)通識教育、推廣現(xiàn)代學(xué)徒制等。
[Abstract]:The quality of personnel training in vocational education relates to the transformation of national economic structure and the improvement of development quality, and also affects the positive interaction between vocational education and industry, the realization of coordinated development, employment is the purpose of vocational education, Graduates' employment competitiveness is an important embodiment of the quality of vocational education personnel training. According to Michael's research report, there are no professional requirements or restrictions when recruiting corresponding professionals in some higher vocational majors, such as sales personnel, market service personnel, and clerical staff. Why are these positions not subject to professional restrictions? Excluding and neglecting the influence of supply and demand, this study assumes that the graduates of relevant major in higher vocational colleges have no obvious advantages when they are engaged in the corresponding occupation (post); and around this assumption, Take the marketing specialty as an example to launch the related research. It is pointed out that there is no significant difference in sales performance or performance between steel industry and insurance industry with or without marketing background. This paper carries on the questionnaire survey to the employing unit and the higher vocational marketing major graduate, the result discovers that the higher vocational marketing specialty graduates in the sales work, displays the superiority which the marketing theory is abundant, the post identity is strong, However, there is no difference in the average time required, sales skills and achievement motivation between the non-marketing graduates in higher vocational colleges and the non-marketing graduates in higher vocational colleges. Based on the concept of employment competitiveness and the above research results, this paper draws the conclusion that the employment competitiveness of the graduates of higher vocational marketing major is not strong when they are engaged in sales work, which also shows that the quality of training marketing talents in higher vocational colleges is not high. The direct factors leading to this conclusion can be concluded that vocational colleges have not selected students with achievement motivation, learning ability, professional values and other personal characteristics to match the sales position for training. Marketing graduates lack industry knowledge and so on; can it be effectively improved? What are the implications of this conclusion? This paper discusses the effectiveness of vocational (post) talents training approaches and the attraction of vocational education in vocational schools. What is the international experience in training marketing talents? What aspects of inspiration and ideas will be provided for us to improve the training of marketing talents and even other professional talents? From the angle of employment competitiveness, this paper holds that the inspiration of American marketing talents to our country is to attach importance to general education and perfect vocational guidance system. The inspiration of German vocational talent training is that the modern apprenticeship system ensures the quality of vocational talent training and the vocational education is attractive to provide a good source of students for vocational talent training. Finally, this paper puts forward the countermeasures and suggestions to enhance the employment competitiveness of the graduates of higher vocational marketing major, such as determining the training plan based on competence, strengthening the general education and popularizing the modern apprenticeship system, and so on.
【學(xué)位授予單位】：曲阜師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G717.38

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