新质生产力发展要求下高校营销人才社会适应性提升策略研究——一个有调节的中介模型

Research on Strategies for Improving Social Adjustment of Marketing Talents in Colleges and Universities under the Requirements of New Quality Productive Forces Development—A Moderated Mediation Model

摘要: 随着新质生产力的提出与发展，市场对人才的需求也发生转化，试图畅通教育、科技与人才的良性循环。基于环境变化，如何增强市场营销专业人才的社会适应性，提升其综合能力有待探讨。本研究以市场营销专业学生为研究对象，采用问卷调查法对上海、江苏及浙江等地共359名市场营销专业学生进行测量，探究新质生产力发展背景下市场营销专业学生社会适应能力的提升机制，为营销人才培养提供理论依据。研究结果表明：成长型思维显著正向影响社会适应；学业投入在成长型思维与社会适应之前起部分中介作用；心理韧性正向调节学业投入与社会适应之间的关系；心理韧性正向调节学业投入在成长型思维和社会适应之间的中介作用。研究结论对营销专业人才成长型思维的培养以及社会实践能力的增强具有重要的理论意义和实践意义。

Abstract: With the proposal and development of new quality productive forces, the market demand for talents is also transformed, trying to smooth the virtuous circle of education, science and technology and talents. Based on the environmental changes, how to enhance the social adjustment of marketing professionals and improve their comprehensive ability needs to be explored. This study takes marketing students as the research object and measures a total of 359 marketing students in Shanghai, Jiangsu and Zhejiang by questionnaire survey method to explore the mechanism of enhancing the social adjustment of marketing students under the background of the development of new quality productive forces and to provide a theoretical basis for the cultivation of marketing talents. The results of the study show that long-term thinking has a significant positive effect on social adjustment; academic engagement plays a partially mediating role before long-term thinking and social adjustment; psychological resilience positively regulates the relationship between academic engagement and social adjustment; and psychological resilience positively regulates the mediating role of academic engagement between long-term thinking and social adjustment. The findings have important theoretical and practical significance for the cultivation of long-term thinking and the enhancement of social practice ability of marketing professionals.