【摘要】 企业需要大量的具备多种能力的市场营销专业人才,为此地方院校开展多种形式的专业实践教学,由于市场营销专业实践教学缺乏一个完整的评价体系,使实践教学效果差强人意。该文在问卷调查的基础上,采用探索性因子分析和验证性因子分析方法,提炼出市场营销专业实践教学评价指标,利用探索性因子分析中各因子的方差贡献率来确定各级指标的权重系数,从而构建了包括7个一级指标、14个二级指标、55个观察点的市场营销专业实践教学评价指标体系。更多还原

【Abstract】 The enterprises need a large number of marketing professional talents possessing various ability, so the local colleges and universities carry out various kinds of professional practical teaching, due to the lack of a complete evaluation system of marketing professional practical teaching, the practical teaching effect is barely satisfactory. Based on questionnaire survey, using exploratory factor analysis and confirmatory factor analysis method, the paper put foward the evaluation indexes of marketing professional practical teaching, using the variance contribution rate of each factors of exploratory factor analysis to determine the weight coefficient of all levels of indicators, thus constructing the evaluation index system of marketing professional practical teaching including 7 primary indicators, 14 secondary indicators, 55 observation points.更多还原