市场营销 （跨境电商方向）

Marketing（Cross-Border E-Commerce）

学院 School：管理学院 School of Management

授课语言Medium：中文Chinese

专业介绍

The introduction of Major

市场营销就是商品或服务从生产者手中移交到消费者手中的一种过程，是企业或其他组织以满足消费者需要为中心进行的一系列活动，市场营销学是系统地研究市场营销活动规律性的一门科学。

市场营销既是一种职能，又是组织为了自身及利益相关者的利益而创造、沟通、传播和传递客户价值，为顾客、客户、合作伙伴以及整个社会带来经济价值的活动、过程和体系。主要是指营销人员针对市场开展经营活动、销售行为的过程。

本专业旨在培养学生系统掌握营销专业知识与技能，具备从事商业数据分析、市场管理、营销策划、新媒体营销、销售管理等营销业务的管理工作能力，特别是跨境电子商务基本理论、方法和技能。通过参与电商营销运营全流程实践，熟悉数字化商业时代下电商企业市场运作流程与管理工具，使学生的知识、能力、素质得到全面发展，成为高尚品格、广博学识、追求卓越、具备全球视野与持久竞争力的高级管理人才。

Marketing is a process of transferring goods or services from producers to consumers. It is a series of activities carried out by enterprises or other organizations to meet the needs of consumers. Marketing is a science that systematically studies the regularity of marketing activities.

Marketing is not only a function, but also an activity, process and system that an organization creates, communicates, disseminates and transmits customer value for the interests of itself and stakeholders, and brings economic value to customers, customers, partners and the whole society. It mainly refers to the process in which marketing personnel carry out business activities and sales behaviors in view of the market.

This major aims to train students to systematically master the professional knowledge and skills of marketing, and have the management ability to engage in business data analysis, market management, marketing planning, new media marketing, sales management and other marketing businesses, especially the basic theories, methods and skills of cross-border e-commerce. Through participating in the whole process practice of e-commerce marketing operation, students are familiar with the market operation process and management tools of e-commerce enterprises in the digital business era, so that students' knowledge, ability and quality can be developed in an all-round way, and become senior management talents with noble character, broad knowledge, pursuit of excellence, global vision and lasting competitiveness.

专业核心课程

Core Courses

市场营销学 Marketing 

国际市场营销 International marketing

消费者行为学 Consumer Behavior

零售管理 Retail management

商务谈判 Business negotiation

市场分析与预测 Market analysis and forecast

品牌管理 Brand management

国际贸易理论与实务 International trade theory and practice

国际金融 International finance

培养方案请参考下方链接↓

Please refer to the link below for the training program ↓