许尤佳

摘要职教20条正式发布标志着中国高职教育进入了高速发展的通道，即将开启新的黄金时代。电子商务行业所涉及的范畴越来越大，新零售、内容营销、融媒体、社群电商、跨境电商、大数据、人工智能技术、农村电商、智慧供应链等不同电商业态推陈出新。电子商务职业教育的开展不仅要顺应国家政策、市场环境，而且要根据学生的学情来进行教育实践。本文剖析了高等实业院校电商学生的行为特点，提出了基于行为分析的“四新”教学新形态，并在此基础上讨论了各种实质性的解决办法，充分体现研究的实践性和创新性。

关键词 学生行为 分析 四新新形态实践研究

中图分类号：G712文献标识码：ADOI：10.16400/j.cnki.kjdk.2021.25.011

Research on the New Form of "Four New" Teaching Based on the Analysis of E-commerce Students’ Behavior

XU Youjia

（Zhejiang Institute of Mechanical & Electrical Engineering， Hangzhou， Zhejiang 310058）

AbstractThe official release of 20 articles of vocational education marks that China’s higher vocational education has entered thechannel ofrapid development and is about to open anewgolden age. The scope ofe-commerceindustry is becoming larger and larger， and different e-commerce forms such as new retail， content marketing， financial media， social e-commerce， cross-border e-commerce， big data， artificial intelligence technology， rural e-commerce and intelligent supply chain are introduced. The development of e-commerce vocational education should not only comply with national policies and market environment， but also carry out educational practice according to students’ learning situation. This paper analyzes the behavior characteristics of e-commerce students in industrial colleges and universities， putsforwarda newform of"fournew" teachingbased on behavioranalysis， anddiscusses various substantivesolutions on this basis， which fully reflects the practicality and innovation of the research.

Keywordsstudents’ behavior； analysis； research on the practice of four new forms

浙江省委、省政府把數字经济作为“一号工程”来抓，全面推进经济的数字化转型和数字浙江建设，推动电商服务模式创新，打造国际电子商务中心，成为全球数字经济生态最优区域。职教20条正式发布标志着中国高职教育进入新时代高质发展黄金期。产业升级、乡村振兴、职教发展，均给专业带来极好的发展机遇。同时，如何进一步增强人才供给的适应性和针对性，应对产业升级迈向全球中高端水平引发的对复合型创新型人才的迫切需求是电商专业面临的挑战。

1电子商务学生行为原因分析

近几年来，我国高等职业教育快速发展，近几年高职院校扩招学生，促进高职院校的规模逐渐增大，从而更多的挑战在高职院校学生专业教育工作中呈现出来。……