郑洲杰

摘 要 完善服装营销教学活动对促进服装专业建设和我国服装专业人才培养具有积极的意义。在服装营销教学中重视和引入营销实践可以使学生从教师授课中获得更多的营销技巧、提高学生专用实践能力和可以为专业评价提供新的视角。将营销实践应用到服装营销教学中表现在教师向学生展示营销实践案例、学生在课余实践积极参加服装营销实践、营销实践成果作为营销学科重要考核指标和学校加强与服装营销企业合作四个方面。

关键词 营销实践 教学 意义 应用

中图分类号：G424 文献标识码：A

The Significance and Application of Marketing

Practice in Fashion Marketing Teaching

ZHENG Zhoujie

(Guangdong Textile Polytechnic, Foshan, Guangdong 528041)

Abstract Perfect fashion marketing teaching and learning activities has a positive meaning to promote professional clothing construction and our clothing professionals training. Great importance in the teaching of fashion marketing and the introduction of marketing practice so that students can get more marketing skills from the teachers, taught students practical ability and provide a new perspective for professional evaluation. Marketing practice is applied to the teaching of fashion marketing, performance marketing practice cases to show the student teachers, students actively participated in the fashion marketing practices after school practice, four aspects of marketing practice results as a marketing discipline assessment indicators and schools to strengthen cooperation and apparel marketing companies.

Key words marketing practice; teaching; significance; application

1 研究背景

服装营销课程是服装专业与市场营销专业的交叉学科，是服装专业学生学习的重要内容。它的主要目的在于让学生了解市场营销的原理与规律，并将这些规律应用到服装的销售活动中，从而提高销售的成功率。因此，改进服装营销教学活动对提高服装专业人员的素质和促进服装专业的发展具有重要的意义。而营销实践融入则是完善课程建设的一个重要内容。营销实践既包含了教师的实践教学，也包括学生的实践学习。营销实践不仅可以使学生通过观察教师的实践习得更多的营销知识，而且还可以通过自身的实践加深对专业自身的理解。

2 营销实践在服装营销教学中的意义

2.1 营销实践可以使学生从教师身上获得更多的营销技巧

在很多时候，教师在开展服装营销实践课程的教学活动中，只是关注学生专用知识的获得。……