随着中国经济实力的不断增强,中国在国际上的地位也在不断提高,伴随着中国市场经济的不断规范和快速发展,目前各个企业对市场营销人才的创新能力和技能的要求也越来越高。在这种大背景下,这就要求高职院校市场营销专业在教学改革过程中,不但要紧密结合市场需求,而且还要以就业为导向实现人才培养模式的创新。本文以此为出发点,在进行大量实地调研的基础上,探讨了在自主创业背景下,如何进行高职院校市场营销专业教学改革与创新,并给出了自主创业背景下高职院校市场营销专业教学改革过程中具有可操作性的建议。 With the continuous enhancement of China’s economic strength, China’s status in the international arena is also constantly improving. With the continuous standardization and rapid development of China’s market economy, the demand for innovation and skills of marketing professionals is growing among enterprises at present high. Under such a background, this requires that the marketing specialty of higher vocational colleges should not only closely integrate the market demand during the teaching reform, but also take the employment as the orientation to realize the innovation of the personnel training mode. Based on a large number of field research, this paper explores how to carry out the teaching reform and innovation of marketing major in higher vocational colleges in the background of self-employment, and gives the market of higher vocational colleges Marketing majors in the process of teaching reform has maneuverability suggestions.