本文针对《卖拐》这个小品中蕴含的心理学特别是营销和广告心理方面的理论进行分析,并利用该小品作为《营销心理学》教学案例进行尝试性教学探索,努力培养学生具有创新精神和实践能力,同时就民办高职院校教师在教育创新尤其是在教师教学创新方面作以论述。 This article analyzes the psychology, especially the theory of marketing and advertising psychology contained in the novel “Selling Shui”, and uses the sketch as a tentative teaching exploration in the teaching case of “Marketing Psychology” to strive to cultivate students with innovative spirit and Practical ability, at the same time on private higher vocational teachers in education innovation, especially in teaching innovation to be discussed.