本文认为,随着市场变化企业对营销人才的需求正在从粗放型向集约型转变,各高职院校营销人才的培养也在酝酿着从普识型营销人才向具有专业知识背景的营销人才转变。市场的多样化决定了营销人才培养的多样化。在今后一段时期内,普识型、宽口径型营销人才和具有专业背景的窄口径型营销人才需求都将共存。高职院校应该注重营销人才的培养质量以及更好地与市场的对接。 This paper argues that with the changing market demand for marketing talent is changing from extensive to intensive, the training of marketing professionals in higher vocational colleges is also brewing from general knowledge of marketing professionals to change with the background of professional marketing talent . Diversification of the market determines the diversity of marketing personnel training. In the next period of time, both general-purpose and wide-caliber marketing professionals and narrow-caliber marketing professionals with specialized backgrounds will co-exist. Higher vocational colleges should pay attention to the quality of marketing personnel training and better docking with the market.