目前我国大部分高职院校都开设有市场营销专业,其主旨是为社会培养掌握市场营销基本理论、熟悉市场营销运作、有一定销售管理、市场调研与推销商品技能的应用性人才,开设动力也源自企业对此专业的高需求量,学生也喜欢填报这个专业。但企业对专业学生的营销实践能力期望与实际表现还是有一定差距。本文从市场营销实践能力培养角度,以作者所在学校具体情况和教学体会做了一些有益探讨。 At present, most of the vocational colleges in our country have set up marketing professional. Its main purpose is to train the applied talents who master the marketing basic theory, be familiar with the marketing operation, and have certain sales management, market research and product marketing skills. But also from the high demand for this profession, students also like to fill in this profession. However, there is still a certain gap between the expectation and the actual performance of the professional marketing practice ability of the enterprises. This article from the marketing practice ability training point of view, the author’s school situation and teaching experience do some useful discussion.