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浅谈电商直播课程教学融入思政教育

时间:2022-10-16 来源:未知 编辑:梦想论文 阅读:
In recent years, the e-commerce industry has developed rapidly, especially the e-commerce live broadcast industry. Therefore, this paper intends to explore the integration of "e-commerce live broadcast" curriculum teaching into ideological and political education, so as to infiltrate the content of ideological and political education and explore the method of integrating professional knowledge and ideological and political elements by defining the goal of ideological and political education.
 
1、 Relevant background
 
E-Commerce live broadcast is a kind of marketing behavior that uses live broadcast platform to show products or services live. There are many types of e-commerce live broadcasts, including live broadcasters promoting products or services through live broadcasts, and live broadcasters channeling live broadcasts to e-commerce enterprises on other platforms through entertainment based social live broadcast platforms. E-commerce live broadcast is characterized by low access threshold, convenience, immediacy, strong presentation ability, strong interaction and rich content.
 
With the rapid development of the Internet and e-commerce, the live broadcasting industry of e-commerce is in an explosive growth stage, and has become an indispensable marketing channel by virtue of its entertaining content, multi-channel communication, scene based marketing, instant interaction and other characteristics and advantages. The Online Survey Report on Consumer Satisfaction of Live Video E-commerce Shopping released by the China Consumer Association in March 2020 pointed out that the market size of live video e-commerce had reached 433.8 billion yuan in 2019, and the total scale of the industry was expected to continue to expand.
 
As a marketing means in the new media era, live broadcasting is closely linked with the e-commerce industry. The e-commerce major complies with the needs of the development of the times and sets "live broadcasting of e-commerce" as a professional course. Through this course, students can comprehensively understand and master the whole industry chain of the e-commerce live broadcast industry, and learn a variety of knowledge, such as commodity selection and planning, sales psychology, live broadcast script writing, short video production, live broadcast scripts, e-commerce laws and regulations, etc. At the same time, through learning this course, students can establish a correct awareness of e-commerce live broadcast, not only attach importance to the study of professional skills, but also attach importance to the cultivation of professional ethics and moral concepts, so as to have skills that meet the needs of the live broadcast industry and achieve all-round development.
 
2、 The Necessity of Integrating "E-Commerce Live Broadcasting" into Ideological and Political Education
 
Combined with the concept and characteristics of e-commerce live broadcasting and the rapid development of e-commerce live broadcasting industry, it is imperative to integrate the teaching of "e-commerce live broadcasting" into ideological and political education, which is mainly reflected in the following four aspects.
 
(1) The need of network cultural diversity
 
In the information age, due to the openness and interactivity of the network world, the network culture also presents the characteristics of diversification, rapid dissemination and strong penetration. Specifically, the content of the online world is rich and colorful, with good and bad intermingled. Some are positive, some are corrupt, some are full of positive energy, and some are full of negative energy. This has great attraction for students who like new things, pursue personality development, and advocate freedom. The two-sided nature of the network not only brings new directions and opportunities to the ideological and political education in colleges and universities, but also brings unprecedented challenges. Therefore, the diversity of network culture determines that the "e-commerce live broadcast" course needs to integrate ideological and political education into teaching, so as to guide students to rationally accept the network culture and reduce the impact of negative information.
 
(2) The need for the development of e-commerce live broadcasting industry
 
The Internet is changing the way of human existence. Due to the rapid development of the Internet, the e-commerce live broadcast industry is moving towards a new direction. In order to achieve positive development, the relevant practitioners should not only have excellent professional knowledge, but also put the observance of national laws and regulations in an important position, be honest and honest, pay attention to integrity, and be honest and loyal to their duties. However, law is the minimum standard of morality, which requires not only improving the relevant legal mechanisms, but also providing ideological and political education to practitioners in the e-commerce live broadcast industry to improve their professional ethics. Therefore, as a professional course for cultivating e-commerce live broadcast talents, the "E-Commerce Live Broadcast" course needs to integrate ideological and political education into teaching, create a healthy and positive learning environment for students, guide students to attach importance to ideological and political education, and attach importance to the cultivation of ideological and moral quality.
 
(3) The development needs of e-commerce enterprises
 
"The country should be established with talents, the government should be governed with talents, and the industry should be developed with talents." For an enterprise organization, high-quality comprehensive talents are an important driving force to promote its development, that is, the development of an enterprise cannot be separated from high-quality comprehensive talents. As the e-commerce industry has certain characteristics, its development needs more all-round talents with both high business capabilities and high moral standards. Therefore, the school must be down-to-earth and actively cultivate high-quality talents for the development and operation of e-commerce enterprises. Through the combination of "e-commerce live broadcast" courses and ideological and political education, the school must cultivate comprehensive high-quality talents for enterprises and promote the healthy and rapid development of enterprises.
 
(4) The need for all-round development of students
 
The network is a "double-edged sword", which can help students communicate with the outside world, but at the same time, the negative impact of the network is also affecting students. The "E-Commerce Live Broadcasting" course requires students to have long-term contact with the online world, and students at this age are in an important period of establishing the "Three Views". They have little social experience and lack the ability to distinguish right from wrong. If they are exposed to bad information for a long time, it is very easy to weaken the concept of morality and rule of law. Therefore, it is imperative to integrate ideological and political education into the "E-Commerce Live Broadcasting" course teaching. Through ideological and political education, teachers should guide students to establish a correct outlook on life and values, promote students' all-round development, and enable them to use their mastered skills and good ideological and moral qualities in the future workplace to achieve their goals in life.

3、 Common problems in integrating the teaching of "e-commerce live broadcast" into ideological and political education (I) The teaching concept is outdated
 
The effective integration of ideological and political education into the "e-commerce live broadcast" curriculum requires teachers to keep pace with the times in teaching philosophy. However, there are still many teachers whose teaching ideas are too old and there is a knowledge based idea. They still stay at the theoretical level for ideological and political education and lack creativity. At the same time, taking teachers as the center will cause teachers to pay too much attention to professional teaching and neglect ideological and political teaching. In addition, under the support of the relatively old teaching concept, teachers may miss the best period for the integration of curriculum content and ideological and political education, resulting in students being unable to improve themselves by effectively absorbing ideological and political knowledge, thus making ideological and political education a "talk on paper". In the long run, not only the teaching effect is not good, but also the teaching resources are wasted.
 
(2) Lack of teaching resources
 
Compared with other courses of e-commerce major, "e-commerce live broadcast" is a new course, so its teaching resources are very lacking, and most of the teaching content is limited to the professional knowledge points of the course, especially the teaching resources combined with ideological and political education. According to the survey, due to the shortage of teaching resources, most teachers are still limited to the teaching of textbook knowledge points in the "e-commerce live broadcast" course.
 
On July 6, 2020, the Ministry of Human Resources and Social Security added a new occupation of "Internet marketer", and under the occupation of "Internet marketer", added a new type of work of "live broadcast salesperson". In order to improve the employment rate of students and the pass rate of examination, teachers of professional courses often put professional knowledge and examination certificates first. In addition, teaching resources are scarce. To a large extent, they ignore the knowledge of laws and regulations, professional ethics and other ideological and political education contents, but only pass through them in class, resulting in the education failing to achieve the expected goals. In the long run, the purpose of ideological and political education of curriculum is naturally difficult to achieve.
 
(3) Backward teaching methods
 
According to the survey, the teaching method of the "e-commerce live broadcast" course is relatively backward at this stage. Most teachers ignore the characteristics of the course and still adopt a more traditional teaching method, namely, "spoon feeding" teaching, which does not reflect that students are the main body of learning activities. They ignore the initiative of students and do not promote the sustainable and harmonious development of students despite the completion of teaching tasks. This teaching method will have some effect in a short time, but in a long time, it will affect the students' subjective initiative, making students' enthusiasm for learning seriously decline. At the same time, ideological and political education is only superficial, not integrated into all aspects of students. In addition, quite a few teachers lack the experience and technology to design and organize activities that combine classroom teaching with ideological and political teaching, and also ignore the improvement of modern educational technology. Therefore, even if multimedia teaching is carried out, it is only a relatively simple teaching form such as PPT demonstration.
 
(4) Weak teachers
 
Ideological and political education is a soul course, and its mission is to cultivate souls and educate people. The rapid development of e-commerce industry makes high-quality e-commerce talents extremely scarce. As a new course, the number of professional teachers of the "E-Commerce Live Broadcast" course is not large, and some teachers even come from other related majors such as marketing, so the teaching staff is insufficient; The interactivity and inclusiveness of the "E-Commerce Live Broadcast" course is a great challenge for teachers who have been on campus for a long time, because teachers are the subject of course teaching and play an irreplaceable role in professional education. As a guide for students, teachers need to convey their professional knowledge, professional ethics, etc. to students in teaching. However, most teachers have been in such a simple closed environment as the campus for a long time, rarely participated in the training of ideological and political education, nor had too many opportunities to communicate with the outside world. They lack experience in ideological and political education, and thus have no way to effectively combine the "e-commerce live broadcast" course teaching with ideological and political education.
 
4、 The Strategy of Integrating "E-Commerce Live Broadcasting" into Ideological and Political Education
 
(1) Optimize teaching concept
 
In order to effectively integrate the "e-commerce live broadcast" course and ideological and political education, it is necessary to improve the shortcomings of the traditional teaching model. Teachers need to innovate the teaching concept, so that the teaching concept can keep pace with the times, not just at the level of imparting knowledge.
 
With regard to the innovation of teaching philosophy, the author has the following suggestions: First, as the saying goes, "Morality should be established first, and character should be cultivated first." In the teaching process, teachers should establish the concept of morality and character, strictly regulate their own behavior, and give full play to the role of example; Second, teachers need to have the ability to learn constantly. In the face of the rapidly changing network world and the requirements of curriculum reform, they need to make quick changes in time and constantly arm themselves with the teaching concept of keeping pace with the times; Third, teachers should pay attention to the changes in the demand for talents in the industry, and adjust the teaching objectives and strategies based on this and in combination with the development status of the industry; Fourthly, teachers should take students as the main body in their teaching activities, excavate the ideological and political content contained in the curriculum, and truly improve students' ability in live broadcast operation by combining ideological and political elements, so as to cultivate students' professional ethics.

(2) Strengthen the diversity of teaching resources
 
Teaching resources can provide various available conditions such as materials for the effective development of teaching. They are the source of teaching materials and information. Rich teaching resources are conducive to the effective implementation of auxiliary teaching.
 
In order to better integrate ideological and political education and enrich teaching resources in the "e-commerce live broadcast" course teaching, the author puts forward the following suggestions. First, establish a school live training room and increase training equipment. Teachers should make full use of school curriculum resources, stimulate students' enthusiasm for learning, guide students to combine theory with practice, have high comprehensive quality and innovation ability, and become talents to meet the needs of social development. Second, organize school teachers to set up teaching teams. The school should give full play to the role of all teachers, pool their wisdom, and establish a resource library for ideological and political education of live courses, such as case library, courseware library, micro lesson library, etc., with the help of teaching platforms such as blue ink cloud classes and rain classes. Third, strengthen the combination with other schools, enrich teaching resources, and ensure the sharing of educational resources among schools to learn from each other. Fourth, improve teaching resources in combination with enterprises. The school should strengthen the contact and communication with enterprises, and with the help of enterprises, combine the requirements of enterprises and industries, enrich the teaching content of live courses, build a resource library that will not be eliminated by the society, and make teaching resources keep pace with the times.
 
(3) Innovative teaching methods
 
The teaching method is the general term of the behavior mode adopted by teachers and students in teaching activities in order to achieve the teaching purpose and teaching task requirements in the teaching process. In order to create an efficient classroom and really stimulate students' interest in learning, it is particularly important for teachers to adopt appropriate teaching methods in the classroom.
 
In order to better integrate ideological and political education into the teaching of the "e-commerce live broadcast" course, the author has the following suggestions for innovative teaching methods. First, according to the characteristics of the live class and the characteristics of the students, diversified teaching models, such as task driven method, are adopted in the teaching process. Before class, teachers release tasks on the teaching platform to guide students to independently complete pre class preview; In class, teachers adjust the teaching methods for key and difficult points according to the data fed back by the teaching platform to effectively complete the teaching tasks of key and difficult points; After class, the teacher uses the teaching platform to arrange the consolidation tasks after class and the teaching preview tasks for the next class, so that the students can complete them. Second, teachers should carefully design the teaching content and organize the classroom interaction teaching activities by deeply understanding the ideological and political content, combining with the characteristics of the live class, so as to meet the teaching plan and students' learning needs, cultivate students' professional awareness and improve their professional ethics. Third, strengthen school enterprise cooperation and strengthen communication and contact with enterprises. Teaching cannot be limited to classrooms, campuses and other places. To this end, increasing school enterprise cooperation can provide students with live teaching practice bases, and then carry out various forms of practical teaching. Fourth, adopt practical teaching methods, encourage students to participate in live broadcast practice through lectures, visits to enterprises and other activities, apply theoretical knowledge to practical operation, and integrate ideological and political education into practical teaching, so that students can understand the importance of ideological and political education to them in this practice process.
 
(4) Improve teachers' professional ability
 
At present, there is a phenomenon in the e-commerce industry that enterprises cannot find suitable employees and students cannot find jobs. Why does this happen? It is mainly because of the lack of high-quality skilled talents and the "moral mismatch", that is, the moral level of employees in the e-commerce industry is uneven. Based on this, as the main responsible person for cultivating the future e-commerce industry, the teachers of the "e-commerce live broadcast" course have a great responsibility.
 
In order to improve teachers' professional ability, the author puts forward the following suggestions. First, introduce relevant professionals, expand the teaching staff and stimulate the vitality of the teaching staff. Second, teachers should renew their ideas, change their ways, and guide education and teaching with new curriculum ideas. As a teacher of the "E-Commerce Live Broadcast" course, he/she should first learn the content of ideological and political education, grasp the methods of ideological and political education, and attach importance to the importance of conveying professional quality and ethics to students. Third, teachers should be organized to visit and study in enterprises during the holidays to strengthen the relationship between teachers and enterprises, so that teachers can access the latest industry and enterprise information, master the current industry's demand for e-commerce live broadcast talents, understand what kind of talents the e-commerce live broadcast industry needs, and then identify the key and difficult points of teaching and the direction of development. Fourth, strengthen the training of teachers' ideological and political education, organize relevant teachers to collectively learn relevant laws and regulations, strengthen teachers' mutual cooperation, strengthen professional teachers' awareness of ideological and political education, make them discover the ideological and political elements contained in e-commerce live broadcast, so as to truly integrate ideological and political education into professional teaching, and ensure the promotion of the whole process of moral education. Fifth, organize relevant teachers to participate in competitions, strengthen professional exchanges among teachers, and let teachers find out and fill gaps, so that teachers can avoid detours, grow better in peer assistance, and improve the level of ideological and political education.
 
To sum up, the "live broadcast of e-commerce" course is an emerging e-commerce course, and its position has become increasingly important with the development of the live broadcast industry and live broadcast sales staff. In the context of educational reform, the combination of e-commerce professional courses, including "e-commerce live broadcast" courses, with ideological and political education is the requirement of the times and imperative. However, the integration of the "e-commerce live broadcast" course into ideological and political education is still insufficient in many aspects. We need to continue to make efforts in optimizing teaching ideas, enriching educational content, innovating teaching methods, strengthening the construction of teachers, etc., to ensure that the ideological and political teaching of the "e-commerce live broadcast" course reaches the ultimate goal, and cultivate e-commerce skilled talents with moral quality.

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