生成式AI赋能的产教融合型跨境电商创业孵化课程教学模式构建研究

Research on the Construction of Teaching Model for Generative AI Empowered Industry-Education Integrated Cross-Border E-Commerce Entrepreneurship Incubation Course

摘要: 针对当前跨境电商创业孵化课程存在的内容碎片化、实践情境脱节及评价方式单一等问题，本文基于成果导向教育(OBE)理念与项目化学习路径，构建了生成式AI赋能的产教融合型教学模式。该模式以跨境电商创业能力培养为核心目标，在企业真实业务需求驱动下，以合作企业产品为主线贯穿教学全过程，通过教师的教学转化将企业资源嵌入选品决策、方案设计、运营实施与优化迭代等关键环节，并借助生成式AI在市场分析、选品优化与营销内容生成等任务中提供数据驱动的决策支持。同时，构建了过程评价、结果评价与企业评价相结合的多维评价机制。研究表明，该模式能够有效提升课程的实践性与连贯性，促进学生形成基于数据的运营决策能力，实现教学目标与行业需求的有效衔接，为应用型高校跨境电商创业类课程的教学改革提供参考。

Abstract: In response to the current issues in cross-border e-commerce entrepreneurship incubation courses, such as fragmented content, disconnection from practical scenarios, and single evaluation methods, this paper constructs an industry-education integrated teaching model empowered by generative AI based on the concept of Outcome-Based Education (OBE) and project-based learning pathways. This model focuses on cultivating cross-border e-commerce entrepreneurship abilities as its core objective. Driven by the real business needs of enterprises and following the products of cooperating enterprises throughout the teaching process, it integrates enterprise resources into key stages such as product selection decisions, program design, operation implementation, and iterative optimization through teachers’ instructional transformation. At the same time, generative AI provides data-driven decision support in tasks such as market analysis, product selection optimization, and marketing content generation. Moreover, a multi-dimensional evaluation system combining process evaluation, result evaluation, and enterprise evaluation is constructed. The study shows that this model can effectively enhance the practicality and coherence of the course, promote students in forming data-based operational decision-making abilities, achieve effective alignment between teaching goals and industry needs, and provide a reference for the teaching reform of cross-border e-commerce entrepreneurship courses in application-oriented universities.