Knowledge and action should go hand in hand so that we could create the value together---- the innovative teaching practice of Electronic Commerce Strategy and Management curriculum
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??According to the requirement of Sun Yat-Sen University about industrial and commercial management brand's professional construction goal, since 2016 professor Xie Kang and associate professor Xiao Jinghua in College of Management of Sun Yat-?Sen University have been on the optimization design and innovation on Electronic Commerce Strategy and Management course through four steps from theory teaching and practice research to theoretical analysis and practice test to reach unity of knowledge and action and to promote the quality of teaching of undergraduate course, thus acquiring very good effects. ??
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??In the courses of the year of 2016, Xie Kang and Xiao Jinghua led students to survey the Guangzhou Pearl River Piano Group Co., Ltd and Guangzhou Restaurant to make electronic commerce strategy analysis report for the two companies, which gained enterprise's recognition and praise, and also exercised the students' ability. In the course of 2017, Prof.Xie and Prof.Xiao also led the students to survey the Canton Tower and Dinghu mountain spring, and made the electronic business strategy analysis report for the two companies. ??
??After the lecture on the electronic commerce strategy and management theory, Prof. Xie and Prof. Xiao led students (including the exchange students from Hong Kong, Taiwan and South Korea) to make the investigation and research about the Canton Tower on the afternoon of Mar. 21, 2017. Deputy General Manager of Canton Tower, Li Minghua and colleges of the electricity commerce department of Canton Tower introduced the history, current situation and development direction of the Canton Tower, and made thorough communication with the students about strategic positioning and electronic commerce development problems.
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????Canton Tower research ????
??In the afternoon of Mar. 28, Mr. Xiao led his classmates to make field inspection and research at Guangdong Dinghu Mountain Spring co., Ltd. We firstly visited the production line of bottled water and barreled water, and then we learned about the company's original dense filtration technology and the dense filter. Then, the vice President of Guangdong Dinghu Mountain Spring co., Ltd. made a brief introduction on the development and competition environment of the company, and O2O Project manager Mr. Li analyzed the operation and development goals of the project. In the end, the management personnel and the students had a deep interaction. ??
??After research, four groups in charge of the e-commerce strategy of Canton Tower and Dinghu Mountain Spring had a debate discussion and deep interaction. Taking advice from the teachers and classmates, they proposed the preliminary scheme on electrical commerce strategy and management of two firms. ??
??In the afternoon of May 2, we returned to the Canton Tower to report the electrical commerce strategic plan to the company management. Among them, the first group made analysis on profit model of the company from the microscopic view, while the second discussed on the company's operation innovation from the macroscopic view. Both 3D printing chocolate, love lock souvenirs, and lingnan garden design proposed by the first group and AR WeChat app, interactive museum and community building proposed by the second group all show the students' innovative ideas and rigorous thinking. The leaders of the Canton Tower gave high praise for the students' report and they were inspired by innovative thinking of the students. For some highly feasible strategies, they thought they are worth trying. At the same time, we also put forward some opinions and suggestions on the shortcomings of the students' thinking. ??
??Dinghu Mountain Spring survey and report site ??
??On the afternoon of May 9, the general managers Mr.Wu and Mr.Li from Guangdong Dinghu Mountain Spring Co., Ltd. came to Guangzhou from Zhaoqing to listen to the reports of the students on the strategic development of the company. Wherein, the third group proposed new ideas to improve the O2O channel construction from the perspective of the WeChat app, new technology application and improvement of packaging to perfect the consumer shopping experience and enhance the brand association. The fourth group put forward concrete plans to enhance consumer services from the perspective of cross-border cooperation and big data analysis. Manager Wu and Li thought highly of innovative ideas of the students and they regarded the thinking helpful to the enterprise and expressed they would carefully study the practical strategies. At the same time, they put forward some shortcomings on the implementation of the strategies. ??
??Through the innovative teaching mode of entering the enterprise, analyzing the problem, making formation of the program and communicating with managers, the students understand the corporations not only in a simple visit level, but also from more direct and deep level. And in the process of making deep analysis on enterprise e-commerce strategies, the students also exercise comprehensive abilities through practice. Students consider that this kind of teaching design benefit them a lot. They have acquired all-round exercise not only in problem analysis and thinking innovation, but also in group work and professional training. At the same time, the enterprise also obtains many new ideas and strategies through this interactive communication to achieve the win-win results.
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