关键词: 应用型, 本科高校, 市场营销专业, 创新创业能力, 培育, 路径

Abstract: Under the background of "mass entrepreneurship and innovation", through the investigation and research on the current training mode of marketing professionals in domestic application-oriented colleges and universities, it is found that although the training work has made breakthroughs and innovations, there are still some problems:there is a gap between the ability needs of enterprises and enterprises, training orientation and objectives are relatively single, the support of curriculum teaching to the cultivation of innovation and entrepreneurship ability is insufficient, the talent training system lacks the motivation of entrepreneurship and innovation education. In view of the above problems, this paper puts forward optimization suggestions: adhere to the goal of cultivating marketing talents with characteristics, build an ecosystem of collaborative innovation and entrepreneurship inside and outside the school, create a feedback mechanism for college students' innovation and entrepreneurship that fits the dynamic social needs, strengthen the construction of high-quality teachers.

Key words: Application type, Undergraduate colleges and universities, Major in marketing, Innovation and entrepreneurship ability, Cultivation, Route