高职市场营销专业毕业生就业竞争力研究

发布时间：2018-06-07 13:46

本文选题：市场营销专业 + 就业竞争力　；参考：《曲阜师范大学》2017年硕士论文

【摘要】：职业教育人才培养的质量关乎国家经济结构转型和发展质量的提升,也影响职业教育与产业良性互动、协同发展的实现;就业是职业教育的宗旨,毕业生的就业竞争力是职业教育人才培养质量的重要体现。根据麦可思研究报告,部分高职专业对应的职业(岗位)在招聘相应人才时并无专业的要求或限制,如销售人员、市场服务人员、文职人员。为什么这些岗位对从业者并无专业的限制?排除和忽略了供求关系的影响,本研究假设高职院校相关专业毕业生在从事相应职业(岗位)时没有表现出明显的优势;并且围绕这一假设,以市场营销专业为例展开了相关研究。有文献研究指出在钢铁业和保险业有无市场营销专业背景对销售表现或绩效均没有明显差异。本文对用人单位和高职市场营销专业毕业生进行问卷调查,结果发现高职市场营销专业毕业生在从事销售工作时,表现出来的优势有营销理论丰富、岗位认同感强,而在胜任营销工作平均所需时间、销售技能、成就动机三方面与高职非营销专业毕业生比并无差异。依据就业竞争力的概念和以上研究结果,本文得出了高职营销专业毕业生在从事销售工作时就业竞争力不强的结论,这也说明高职院校培养营销人才的质量不高。导致这一结论的直接因素可以归纳为职业院校并未甄选具备成就动机、学习能力、职业价值观等个人特质与销售岗位匹配的学生进行培养,市场营销专业毕业生缺乏行业知识等;那能否得到有效改进呢?这一结论又会产生哪些影响?本文讨论了职业学校为主体的职业(岗位)人才培养途径的有效性、职业教育吸引力等问题。培养营销人才有哪些国际经验?对我们改进营销人才甚至是其他职业人才的培养又会提供哪些方面的启发和思路?从就业竞争力的角度,本文认为美国营销人才对我国的启示是重视通识教育及完善的职业指导制度;德国职业人才培养对我国的启示是现代学徒制保障职业人才培养质量及职业教育具有吸引力为职业人才培养提供良好生源。最后本文提出提升高职市场营销专业毕业生就业竞争力的对策与建议,如以胜任力为基础确定专业培养方案、加强通识教育、推广现代学徒制等。
[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.
【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G717.38

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