职业院校营销专业的学生在毕业后一般从事的是一线的销售工作,销售工作要求销售人员必须具备较强的协调沟通和文字表达能力,还要具有应变分析和解决问题的能力。因此,职业院校在培养营销专业学生职业能力方面,就需要围绕销售工作的特点,探索出适合学生专业发展的教学方法。本文主要分析了职业院校培养营销专业学生职业能力的必要性和现阶段存在的问题,并提出了提高学生职业能力的具体途径。 Professional students in marketing professional students generally engaged in the first-line sales after graduation, the sales staff requires sales staff must have a strong ability to communicate and express the text, but also have the ability to analyze and solve problems. Therefore, in cultivating the professional competence of marketing majors, vocational schools need to explore the teaching methods suitable for students’ professional development around the characteristics of sales work. This paper mainly analyzes the necessity and current problems of vocational colleges in cultivating the professional competence of marketing majors and puts forward the specific ways to improve their vocational skills.