Research on the Cultivation Mode of Application-Oriented E-Commerce Talents Under the Background of Smart New Retail

Qualitative changes have been brought to all sectors of the society thanks to the over-40-year reform and opening-up. For instance, the retail industry has been transited from the traditional physical stores into the online shopping malls. The way of retail is also changing constantly, which has exerted an impact on the business model of the market economy and greatly changed our original way of life.With the extensive and in-depth application of internet, the Online To Offline (O2O) mode has become the main business mode of the current retail operation under the influences of advanced technologies such as AI, big data, cloud computing, Internet of Things and 5G. The operation of smart new retail is also embracing a new environment with both opportunities and challenges.At present, the traditional teaching mode of E-commerce major can no longer meet the requirements of the current application-oriented undergraduates. In this practical major relating the closest to the society, more attention should be paid to the cultivation of students' practical ability. Therefore, how to train students majoring in E-commerce into application-oriented talents adapting to the new era is a problem to be solved.To cultivate application-oriented talents of E-commerce major under the background of smart new retail, new cultivation concepts and methods are required, and the followings remain to be done: break through the traditional talent cultivation system, highlight the integration of industry and education, attach importance to the consciousness and thought of innovation and entrepreneurship, strengthen live broadcasts of e-commerce and improve the new practical technical ability responding to the application of new technologies.From the perspective of knowledge, it is important to master the basic theories and methods of traditional e-commerce operation, and cultivate the ability of integrating interdisciplinary knowledge. At the level of skill, we should not only grasp the "hard skills" of traditional electronic business operation, but also manage to gain the "soft skills" in data information collection and analysis, operation of mass data, establishment of marketing channel and application of live broadcasts, creative operation of e-commerce logistics, innovation of customer relationship management, application of e-payment and integration of new media marketing and resources.