随着电子商务的迅猛发展,网络消费已被大众广泛接受,在这种环境下一种“线上到线下”的全新商业模式OTO商业模式应运而生。它不仅能帮助商家开拓市场获取更多的利润,也为消费者带来了更大的实惠。OTO商业模式有着广泛的群众基础,学生们也愿意接受这种新概念、新模式。因此将OTO商业模式引入五年制高职市场营销教学有着极强的现实意义,通过采用访谈法、问卷调查法对这种教学改革进行跟踪研究并使用实证分析法分析它对提高五年制高职学生的市场营销技能水平产生的积极影响。 With the rapid development of e-commerce, online consumption has been widely accepted by the public. In this environment, a new business model of “online-to-offline” has emerged as the OTO business model. It can not only help businesses to open up the market for more profits, but also bring greater benefits to consumers. OTO business model has a broad mass base, and students are willing to accept this new concept and new model. Therefore, the introduction of OTO business model into five-year vocational education in marketing has a very strong practical significance. Through the interviews and questionnaires, this teaching reform is followed up and analyzed by empirical analysis. The Positive Impact of Vocational Skills in Marketing Skills.