近几年来,随着国家教育改革的深入发展以及国家人文社会科学“十五”规划课题的启动,启发式教育模式作为一种有效的教学模式被广泛实践。本文从市场营销课堂教学的角度,阐述并分析了启发式教学法的概念、作用、存在的主要问题,并对如何有效应用结合实际谈了一些体会。 In recent years, with the in-depth development of the national education reform and the launch of the National Humanities and Social Sciences “10th Five-Year Plan ” project, the heuristic education model has been widely practiced as an effective teaching model. From the perspective of marketing classroom teaching, this article elaborates and analyzes the concept, role and main problems of heuristic teaching method, and discusses how to effectively apply the combination of practice and some experiences.