高职文化创意营销人才创新能力培养策略探析

"十三五"期间,北京的文化创意产业继续蓬勃发展,尤其是北京市通州区,成为首都副中心,文化创意企业人才需求旺盛.但通过调查发现,文化创意企业对人才需求出现的是结构型短缺,这些企业最看重的是学生的创新能力和素养.目前高职院校营销人才的培养在课程设置、考核标准、校企合作、技能大赛和创业实践方面还存在一定问题,制约了营销专业学生的创新能力培养,需要进一步改进,才能提升高职营销类学生创新能力,适应文化创意企业人才的要求.

A Study on the Innovative Cultivation Strategy for Vocational College Cultural Creative Marketing Talents

During the"13th Five-year" period,the cultural creative industryin Beijing flourishes continuously.The demand for cultural creative marketing talents is especially huge in Tongzhou district since its being officially announced as the subsidiary center for Beijing City,capital of China.Surveys show this demand is a structural shortage;the cultural creative enterprises need staff with innovation ability and quality.This talent shortage reflects vocational colleges should pay more attention to build up the innovation ability in the marketing majors through changes and improvements in their curriculum,assessment criteria,and cooperation with enterprises,skill contests,and startup practices,as a response to the changing situation.