Research On The Current Situation And Improvement Strategy Of Major Identity Of Higher Vocational E-commerce Students

As an important factor affecting students’ learning motivation and major development,major identity affects the quality of training of higher vocational e-commerce professionals.Students have a high major identity,which can ensure that students continue to improve their major cognition,enhance their major learning behavior under stable and positive major emotions,adapt to the major,and grow into high-quality technical and skilled personnel.This study took the major identity of higher vocational e-commerce students as the research content,and conducted a questionnaire survey on 548 e-commerce students from several representative vocational colleges in the eastern,central and western parts of Shandong Province,and 20 students were selected to conduct interviews to gain an in-depth understanding of the current situation and existing problems of major identity of higher vocational e-commerce students,analyze the causes of students’ major identity problems,and put forward strategies to improve students’ major identity.Through the study of the major identity of higher vocational e-commerce students,it is found that the major identity of higher vocational e-commerce students in Shandong Province is at the middle level,the score of major emotion is the highest,the score of major behavior is the lowest,and the major cognition and major appropriateness are at the medium level.Some of the students majoring in higher vocational e-commerce have problems such as unclear and in-depth major cognition,unstable and unbalanced major emotions,inactive and incomplete major behavior,and mismatch of major suitability.In view of the current situation,this study discusses the causes of the major identity problem of students majoring in higher vocational e-commerce from the microscopic student level,the mesoscopic school enterprise level and the macroscopic social level,such as the mismatch between students’ personal and ideal prototypes,poor public opinion discrimination ability,unreasonable academic planning,and poor major adaptability.School-enterprise cooperation still needs to be broadened,professional cultivation work is insufficient,career planning education is neglected,and professional publicity work is ineffective;In society,the threshold for e-commerce majors is low,the major talents are not valued,and the public is prejudiced against e-commerce majors and practitioners.Finally,according to the current situation,problems and causes of major identity of higher vocational e-commerce students,this study proposes strategies to improve the major identity of higher vocational e-commerce students.Students should form a scientific understanding and make a good development plan;Schools and enterprises should form a joint force in education and give full play to the advantages of vocational education;Society should positively guide public opinion and create a good environment.