Abstract: Under the dual pressure of accelerated industrial digital transformation and structural shortage of high-level applied talents, innovative talent cultivation based on the “job course competition certificate” mode is an important measure for the reform of applied undergraduate colleges. This article takes the e-commerce major as the research object, analyzes the current situation of the reform relying on the “job course competition certificate” mode, evaluates its talent cultivation value, analyzes the problems of complex curriculum system, insufficient integration of theory and practice, insufficient depth of school enterprise cooperation, and imperfect assessment and evaluation system in the reform, and proposes measures to perfect the curriculum system, perfect practical teaching links, optimize the teacher team structure, and improve assessment standards, aiming to cultivate qualified talents for society.

Key words: “Job course competition certificate”, Applied undergraduate colleges, E-commerce, Talent cultivation, Curriculum system, Practice teaching