基于农业企业视角的农类高职院校营销人才培养模式改革——以温州科技职业学院为例

从农业企业急需的专业营销人才、农业企业对营销人才需求量、农业企业能提供的工作岗位、农业企业更喜欢录用的农类营销人才学历、农业企业对农类营销人才工作经验的要求、农业企业对农类营销人才的素质要求等6个方面,对农业企业对农类营销人才的需求特点进行了调查。分析了农类高职营销人才培养模式存在的问题,主要是专业特色不明显;供需矛盾突出;与农业企业实际需求脱节;实践能力培养形式单一。在此基础上,以温州科技职业学院为例,提出了＂营销技术＋技术营销＂复合型人才培养新模式,并构建了基于职业岗位导向的＂农＂字特色课程套餐体系,同时与当地农业龙头企业进行了融合性的校企合作。这种人才培养模式的改革有利于为农业企业尤其是中小农业企业输送＂适销对路＂的农类市场营销人才,提升中小农业企业的综合竞争力,服务地方经济,促进现代农业及我国＂三农＂的发展。

The Mode Reform of Cultivating Marketing Talents in Agricultural Vocational Colleges Based on the Perspective of Agricultural Enterprises

We conduct survey on the characteristics of demand of agricultural enterprises for agricultural marketing talents from the following 6 aspects: the professional marketing talents needed urgently by the agricultural enterprises,the amount of demand of agricultural enterprises for the marketing talents,the jobs offered by the agricultural enterprises,the educational background of agricultural marketing talents favored by the agricultural enterprises,the requirements posed by the agricultural enterprises on the work experience of agricultural marketing talents,and the quality requirements posed by the agricultural enterprises on the work experience of agricultural marketing talents.We analyse the problems existing in the cultivation mode of marketing talents in agricultural vocational colleges as follows: the feature of major is not outstanding;the contradiction between supply and demand is prominent;it is disconnected with the practical needs of agricultural enterprises;the cultivation form of practical ability is simple.On the basis of this,taking Wenzhou Vocational College of Science and Technology as an example,we advance the new mode of cultivating inter-disciplinary talents integrating "marketing technique+technique marketing",and establish characteristic agricultural course combo system on the basis of vocational position orientation.In the meantime,we propose that we should conduct close college-enterprise cooperation with the local leading agricultural enterprises.This cultivation mode reform of talents is favorable for the agricultural enterprises,especially small and medium-sized agricultural enterprises to foster "salable" agricultural marketing talents,elevate the comprehensive competitiveness of small and medium-sized agricultural enterprises,serve the local economy,and promote the development of modern agriculture,and China's agriculture,farmer,and countryside.