乡村振兴背景下《运营推广》课程改革及优化路径研究

Research on the Curriculum Reform and Optimization Path of “Operation and Promotion” under the Background of Rural Revitalization

摘要: 随着乡村振兴战略的全面推进，农村电商在加快乡村产业升级、推动农民实现收入增长中起到了重要作用。作为电子商务专业的核心课程，《运营推广》的教学内容和模式都急需改进，以适配电商助农的人才需求。本文以乡村振兴背景下《运营推广》课程改革及优化路径为对象，采用文献研究法、个案研究法，系统分析当前《运营推广》课程的教学现状，梳理出课程内容与乡村产业实际脱节、教学方法单一、师资实践能力不足、评价体系固化、实践环节薄弱等核心问题，并从课程内容重构、教学方法创新、师资队伍建设、评价体系完善、实践资源整合五个维度提出针对性优化路径。研究旨在推动课程与乡村振兴需求的深度融合，提升课程教学质量与学生农村电商运营推广实操能力，为乡村振兴输送适配的专业电商人才，也为高校同类课程的教学改革提供实践参考。

Abstract: With the comprehensive advancement of the rural revitalization strategy, rural e-commerce has played an important role in accelerating rural industrial upgrading and promoting farmers’ income growth. As a core course of the e-commerce major, the teaching content and mode of “Operation and Promotion” are in urgent need of improvement to meet the talent demand of e-commerce-aided agriculture. This paper takes the curriculum reform and optimization path of “Operation and Promotion” under the background of rural revitalization as the research object, adopts the literature research method and case study method, systematically analyzes the current teaching status of the “Operation and Promotion” course, and sorts out the core problems such as the disconnection between curriculum content and the actual situation of rural industries, single teaching methods, insufficient practical ability of teachers, rigid evaluation system, and weak practical links. corresponding optimization paths are proposed from five dimensions: curriculum content reconstruction, teaching method innovation, teaching staff construction, evaluation system improvement, and practical resource integration. The research aims to promote the deep integration of the curriculum with the needs of rural revitalization, improve the quality of curriculum teaching and students’ practical ability in rural e-commerce operation and promotion, deliver suitable professional e-commerce talents for rural revitalization, and provide practical reference for the teaching reform of similar courses in colleges and universities.