基于校企融合下汽车营销与服务专业的创新研究

曾金凤

摘 要：职业教育是现阶段高职院校重点发展项目，受社会需求影响，新教学理念逐渐取代传统教学理念，加强高素质人才培养逐渐成为教师课程教学工作重点。校企融合模式作为较为新颖的教学模式，将学校作为主体的同时，更加注重学校与企业之间交流互动，将其应用到汽车营销与服务专业课程教学中，可达到提高教学水平、激发学生学习积极性、培养实践培训能力的效果，对于促进汽车营销与服务专业教学质量、推动职业教育改革具有重要意义。

关键词：汽车营销 服务专业 校企融合 创新研究

Research on the Innovation of Automobile Marketing and Service Specialty Based on the Integration of School and Enterprise

Zeng Jinfeng

Abstract：Vocational education is a key development project of higher vocational colleges at this stage. Affected by social needs， new teaching concepts gradually replace traditional teaching concepts. Strengthening the training of high-quality talents has gradually become the focus of curriculum teaching. The school-enterprise integration model is a relatively novel teaching model. While the school is the main body， it pays more attention to the exchange and interaction between the school and the enterprise. It can be applied to the teaching of automobile marketing and service majors to improve the teaching level and stimulate students to learn. The enthusiasm and the effect of cultivating practical training ability are of great significance for promoting the teaching quality of automobile marketing and service majors and promoting the reform of vocational education.

Key words：automobile marketing， service major， school-enterprise integration， innovative research

1 引言

隨着社会经济不断提高，汽车市场也随之快速发展起来，企业为使自身获得更大的利润，对于销售以及服务岗位工作人员的要求也逐渐提高。部分高职院校汽车营销与服务专业其他汽车机械专业相比，课程内容教学侧重点大都偏文科性质，且自身实践培训条件受多重因素限制，使得部分专业课程只能应用较为传统的专业理论知识课程教学模式，与之相关的实践培训项目不能正常开展，使得学生自身职业素养及岗位操作技能未能得到更好地培养，学生在进行汽车专业知识学习过程中处于被动，专业学习质量较低[1]。因此，为提高学生学习积极性，培养出符合企业需求的专业素质人才，转变专业教学模式尤为关键。以学校为教学主体，企业从旁协助配合的校企教学模式，因其能促进学校与企业之间互惠互利，合作共赢，逐渐被职业教育有关部门广泛应用。……