马克思主义视域下电子商务网络营销人才培养的创新路径研究

Research on Innovative Pathways for Talent Cultivation in E-Commerce Network Marketing from a Marxist Perspective

摘要: 数字经济浪潮重塑了劳动形态与价值创造逻辑，电子商务网络营销作为典型的线上数字劳动，其人才培养正经历前所未有的理论与实践冲击。本文基于马克思主义视域，剖析网络营销劳动的价值生成机理、平台经济下的劳动异化新形态，并以人的全面发展理论为指引重构培养路径。研究表明，电子商务网络营销人才培育不能囿于技能培训的窠臼，而应着力培育劳动者的主体性意识与综合素养。面对生产力的急剧变革，高等院校亟需确立人本教育理念，构筑促进学生多维发展的培养机制，造就既通晓线上营销前沿技术、又具备批判性思维的新型网络营销专业人才。

Abstract: The wave of the digital economy has reshaped labor forms and the logic of value creation. E-commerce network marketing, as a quintessential form of online digital labor, is undergoing unprecedented theoretical and practical challenges in talent cultivation. Grounded in a Marxist perspective, this study dissects the mechanisms of value generation in network marketing labor and the new forms of labor alienation under platform economies, while reconstructing cultivation pathways guided by the theory of comprehensive human development. The findings suggest that talent cultivation for e-commerce network marketing should not be confined to the narrow framework of skill-based training but should prioritize fostering workers’ subjective consciousness and holistic competencies. In response to the rapid transformation of productive forces, higher education institutions urgently need to establish a humanistic educational philosophy and develop cultivation mechanisms that promote students’ multidimensional development, thereby nurturing a new generation of network marketing professionals who are proficient in cutting-edge online marketing technologies and equipped with critical thinking skills.