混合式教学模式下《销售管理》课程教学改革实践研究

Research on the Teaching Reform Practice of “Sales Management” Course under the Blended Teaching Model

摘要: 随着数字经济与产业转型升级的深入推进，社会对高素质技术技能型销售人才的需求发生了结构性转变。传统高职院校《销售管理》课程在教学内容、方法及评价体系等方面面临理论与实践脱节、学生实践能力培养不足、学习驱动力弱等现实挑战。本研究以混合式教学模式为理论框架与实践路径，系统探索了高职《销售管理》课程的改革设计与实施。研究通过重构“知识、能力、素养”三维课程目标，整合“线上资源学习、线下情境实训、项目任务驱动”的教学流程，并构建多元化过程性评价体系。经过一学期的教学实践表明，该改革有效提升了学生的课程参与度、综合职业技能水平及学习满意度，为高职商科实践类课程的数字化转型与内涵建设提供了可资借鉴的实践范式。

Abstract: With the in-depth advancement of the digital economy and industrial transformation and upgrading, the societal demand for high-quality technical and skill-based sales talents has undergone a structural shift. The traditional vocational college course “Sales Management” faces practical challenges such as the disconnect between theory and practice, insufficient cultivation of students’ practical abilities, and weak learning motivation in terms of teaching content, methods, and evaluation systems. This study adopts the blended teaching model as the theoretical framework and practical path, systematically exploring the reform design and implementation of the vocational college “Sales Management” course. By reconstructing the three-dimensional curriculum objectives of “knowledge, ability, and literacy”, integrating the teaching process of “online resource learning, offline situational training, and project task-driven”, and constructing a diversified process-oriented evaluation system, this research has been conducted. One semester of teaching practice has shown that this reform effectively enhances students’ course participation, comprehensive vocational skill level, and learning satisfaction, providing a practical paradigm for the digital transformation and connotation construction of vocational business practice courses.