本文基于深入探讨服装市场营销类课程的不断创新,运用情景式教学模式,通过扮演销售者、消费者等不同角色的实战情境下,诠释各种角色的差异化心理,分析其具体销售及消费行为。旨在提升学生学习的主观能动性,激发批判性思维和创新性思维的灵感,提生专业知识和专业技能的综合能力,从而丰富课堂授课的丰富性和新颖性。 Based on the continuous innovation of the apparel marketing course, this article uses the scenario teaching mode to interpret the various salesperson’s and consumer’s behaviors under the actual situation of different roles such as sellers and consumers . Designed to enhance student learning’s subjective initiative, inspire critical thinking and innovative thinking, generate a combination of expertise and expertise to enrich the richness and novelty of classroom instruction.