通过汽车市场营销应用型人才的社会需求情况调研,分析高职汽车市场营销专业教育现状,对汽车市场营销专业职业技能培养模式进行了实践、研究与探索。通过实践证明:“校企结合”、“嵌入式”、“一体化”、“案例分析”教学模式,改进后的教学评价考核模式是高职汽车市场营销专业实用型人才职业能力素质培养的有效途径。 Through the research on the social demand of applied talents in automobile marketing, this paper analyzes the current situation of vocational education in vocational automobile marketing, and carries out the practice, research and exploration on the vocational training model of automotive marketing specialty. Through the practice, it is proved that the improved model of teaching evaluation and assessment is the practical and practical of higher vocational automobile marketing and marketing, which is proved by the combination of “school and enterprise”, “embedded”, “integration”, “case study” An Effective Way to Cultivate Professional Ability and Quality of Talents.