U.S. e-commerce professionals in the training mode of comparative analysis

[Abstract] the prospects of e-commerce in China, widely favored, but the e-business related majors in the corresponding effect on employment is not very satisfactory. In contrast, the United States as the national e-commerce carried out earlier, more mature training model , the training of e-business talent has been widespread recognition. Therefore, this article from the training level, the professional setting, curriculum, faculty, teaching five aspects of e-commerce between the United States and to compare the professional training model, try to derive reference for the future of our e-commerce training to provide a useful reference.

[Keywords:] e-training model to compare the United States

I. Introduction
As of December 2010, Paypal registered users exceeded 550 million, on turnover of more than 2.5 billion yuan, up 8.5 million on the transaction amount in mind and pen. According to statistics, China e-commerce market in 2010 amounted to 4.5 trillion e-commerce number of enterprises up to 25 000, e-commerce service enterprises directly employed more than 1.6 million people, driven by the employment of indirect e-commerce, more than 12 million people by 2012 will reach 19 million people over the next five years, China 3000 more than one million small and medium enterprises, there will be half of the enterprises operating in the attempt or the use of e-commerce tools, e-commerce professionals domestic demand will reach 300 million or more.

China now has more than 300 undergraduate colleges and universities and over 700 vocational colleges set up e-commerce. With good prospects for development of Electronic Commerce contrast, these e-commerce graduates generally can not be directly for employment, the employment rate is far lower than their counterparts in other colleges and universities, professional employment. In contrast, the United States to carry out earlier as e-commerce countries, training model is more mature, the training of e-business talent has been widespread recognition. Therefore, this article from the training level, the professional setting, curriculum, faculty, teaching five aspects of e-commerce between the United States and to compare the professional training model, an attempt to get reference for the future of our e-commerce training to provide useful reference.

Second, the United States and China to develop e-commerce professionals Profile
1 United States
U.S. e-commerce Education early in 1998, the American Carnegie - Mellon Institute of Industrial Management from the University of Computer Science and co-founded e-Institute, 1999 announced the creation of the world's first e-commerce professional degree. school professor Michael Shamos, director of e-business professional said: "If you want to run online business, you need to know many business knowledge, but also need to understand many of the technical knowledge, otherwise, you may need to hire a lot of technical staff , you can not make informed procurement plan, the establishment of the network knew nothing about the other people around e-commerce master's degree should be more valuable than an MBA from Harvard, because not only understands Technology but also lack of e-commerce knowledge of the staff . "
A typical e-commerce now offers in-depth Education in schools are: Harvard, MIT, Stanford, New York University, the University of California, Northwestern University, Carnegie - Mellon University, Vanderbilt University and Washington State University But American universities generally do not open e-commerce expertise, e-commerce as a more independent course, or choose the courses add appropriate content to achieve the purpose of imparting knowledge of e-commerce for example, Northwestern University, Massachusetts Institute of Technology, New York University has a separate e-majors, University of California, Berkeley sucked the contents of e-commerce integration into other courses.

2 China
Our e-commerce professional Education can be traced back to 1998, almost Carnegie - Mellon University, the professional e-commerce start-up period began its development process through a trying period, regulate period and development period in three stages in the trying period , e-commerce e-commerce professional Education along with a group of professional scholars continue to study through the school of public elective, open the relevant form of professional elective courses, there are few schools in the undergraduate senior class to open e-commerce or e-commerce direction ( as well as the direction of graduate students set up e-commerce), etc. In the specification phase, in order to meet market demand, the training of professionals in e-commerce standardization, scale, China's State Department of Higher Education in late 2000 and early 2001 in two batches approved 13 ordinary pilot e-business undergraduate colleges and universities in the development period, Department of Higher Education since 2002 has approved the third, fourth and other open e-business undergraduate institutions. As of 2008, a total of over 327 undergraduate colleges and universities set up e-commerce, some colleges and universities set up e-commerce master's and doctoral Research.

Third, the United States and China e-commerce professional training model is more
1 training level comparison
According to Harlan et al (2001) 77 attached to the AACSB business school of investigation and analysis of American universities offer four different levels of e-commerce curriculum, namely, Master of Science, Bachelor of Science, non-academic qualifications, Education, e-commerce, e-commerce direction MBA. from teaching programs to collect samples of view, MBA stage of the sample size accounted for 40%, followed by MSc phase, the number two overall sample accounted for 70% of the curriculum, non-technical courses and technical courses of the ratio is around 2:1.

Thus, in the teaching level, the U.S. e-commerce education to non-academic education and a combination of academic education, mainly at the graduate level, and to focus on MBA education.

Chinese e-commerce education at the undergraduate level, mainly because the domestic education sector in general that the characteristics of wide caliber of professional e-commerce must be built on a broad basis of the theory and a lot, so choose the time of relatively abundant in the four-year undergraduate, will help the students build a solid theoretical knowledge framework.

2 Comparison of professional settings

Links to free download http://www.hi138.com E-commerce is more basis for discipline by the formation of new cross-disciplinary, involving Computer Technology, management, Economics, law and other disciplines in the professional setting direction, domestic and foreign colleges and universities generally have a different focus.

E-commerce from the University of Texas at Austin Institute found the situation to open e-business undergraduate majors: Computer Science and the American business school to open the vast majority of e-commerce expertise, especially in the famous University Business School, e-commerce in general Education In addition, there are many small professional will generally set up e-commerce e-commerce courses or minor professional, such as marketing categories, Information management, etc..

Most of our e-commerce professionals rely on the school's traditional strengths and teaching resources and set up its training of professional characteristics of faculty direction and a clear correlation, such as a Computer background of the faculty, the training program will contain a large number of Computer courses, focus on training is directly engaged in e-commerce platform and e-commerce applications in the planning, development and maintenance of professional and technical personnel, engineering degree is granted, there is administered by the background of the faculty, the program contains a lot of training administered Courses focus on training to be able to engage in e-business management personnel, are granted a degree in Economics or management degree, thus forming two different e-commerce training direction: Technology and partial partial administered from the categories of structure , the two countries belong to the categories of e-commerce basic identity, are in the Economics, management and computer Technology class faculty professional or open e-commerce-related courses.

3 curriculum more
In the curriculum, major U.S. universities each with distinct characteristics. For example:
Carnegie - Mellon University, e-commerce professional and technical courses on Economic management adopted the attitude of attaching equal importance to try to make the future business graduates to become qualified in the application of e-business managers, planners, analysts and programmers whose teaching covers a variety of business models, specifically related to electronic market Research, e-catalog, Web site management, automated matching, e-commerce payment security, distributed transaction processing, order fulfillment, customer satisfaction, data mining and analysis on the one hand The implementation of e-business needs and technology closely, so the need to involve the network, distributed databases, computer security technology, multimedia technology, Web equipment, man-machine interface design; the other hand, the successful introduction of e-commerce not only need to understand their costs and benefits, and the need to understand the business restructuring, adaptive management (integrated with the Internet front-end legacy systems), supply chain structure, Electronic Commerce in accounting and auditing, arbitration functions as an exchange media, the nature of funding, rapid business response, e-commerce laws, policies and rules.

Washington State University, e-commerce professional training goal is "to develop, use and management of Information technology, digital networks to help organizations engaged in commercial activities in Intemet." Curriculum includes core courses in the technical categories: business network programming, database management, communications, electronic Business Studies, Business class core curriculum, including: consumer behavior and e-commerce, traditional and electronic marketing environment, the digital enterprise financial management, legal network. Professional elective (optional two): network marketing, network ethics, e-commerce services, e-commerce entrepreneurship, international e-commerce, supply chain management in the digital age, emerging technologies, Information systems project team management, systems analysis and design of the curriculum in business, emphasizing the basics, emphasis on students in all aspects of basic training, technical courses designed to help students understand their role and position in the business, professional electives in the curriculum classes are fully reflects the business and technology integration, the performance of e-commerce professional interdisciplinary character. In addition, Washington State University offers courses in e-commerce-related courses and who have at least two: consumer behavior , communication studies or human development. This will help students master the knowledge about consumer behavior, able to work in the future to understand the customer.

Ma Gang, China's scholars, the survey found that domestic e-commerce training colleges and universities formed the Economic, technological, manages three orientations, the core of theoretical courses offered are as follows:
Economic orientation: Introduction to e-commerce, management, political economics, accounting, microeconomics, macroeconomics, econometrics, international trade, e-commerce logistics management, e-commerce security, network marketing, network economics, electronic construction and management of business systems, database technology, e-commerce website development, e-commerce law.

Technical orientation: Advanced programming language, e-commerce overview, e-commerce systems development technology, management Introduction, basic economics, discrete mathematics, data structures, database, Introduction, operating systems, computer networks, Information and network security, web design and building, network marketing, middleware, e-commerce logistics, payment and settlement network, multimedia technology, operations Research cited on, e-commerce law, management Information systems, data mining and data warehousing.

Management approach: Introduction to e-commerce, management, microeconomics, macroeconomics, computer networks, e-commerce law, e-commerce technology, e-commerce Logistics Management (Logistics and supply chain management), management information systems, network marketing, database systems and applications, web design and development, e-commerce security, e-commerce systems analysis and design, online payment and online financial, network economics, business e-commerce management.

Three kinds of theory-oriented e-commerce curriculum embodies the characteristics of cross-disciplinary curriculum covering economics, management, information and computer science and law and other disciplines. But the curriculum of the randomness, its level, role, status, lack of internal logic of many institutions, the only existing technical and commercial aspects of the curriculum simply piled together, the lack of systematic integration of the organic addition, the course Set on the information society and e-commerce that reflect the latest developments in cutting-edge courses less, reflecting the innovative and entrepreneurial capacity of the focus is not enough.

Links to free download http://www.hi138.com

Throughout the three kinds of theory-oriented curriculum, we can see the vague direction of training, although defined orientation, but many institutions, the curriculum does not clearly define their talents to develop e-commerce future employment goals. Clearly, training for all sectors of the generalist, not suitable for Chinese enterprises to present a professional and practical e-business professionals demand should be added in the curriculum more closely a number of industry-specific courses, of course, qualified institutions can set the direction of multiple employment These jobs have been identified with the direction of the best approach to fit, it is a good curriculum.

Three kinds of experiment-oriented curriculum was restricted to specific programs and cognitive-based model validation experiments, set up and even less for multi-disciplinary to interdisciplinary innovation and entrepreneurial capability of students of the integrated test.

4 teachers
Most U.S. colleges and universities in the economic, information management systems, marketing and other professional courses under the open e-commerce, focusing on instruction in the professional-related e-commerce knowledge, teachers' professional characteristics of strong, some very in-depth course of study, such as by the market professional teachers in the teaching of marketing courses online marketing In addition, U.S. colleges and universities often employ e-commerce Research, the company's celebrities to come to school part-time teaching, they have a wealth of practical experience and strong management capacity.

Chinese universities e-commerce professional teacher is weak and many schools set up e-commerce expertise in the application, there is no sufficient number to achieve a certain level of teaching and teaching programs to complete all required courses teachers and many teachers are from the computer, communication, management, economics and other professionals turn to teaching e-commerce courses, skilled not understand business, understand business do not understand technology, e-commerce could not competent professional teaching in actual teaching process, have developed a teaching program and curricula, but the lack of teachers, only what kind of teacher to open what kind of lesson, teachers will teach what is what. This has led to the student's knowledge structure is imperfect, knowledge content unreasonable.

(2) positioning must be clear
The versatile e-commerce professional training requirements reflects the significant e-commerce expertise and wide caliber interdisciplinary characteristics can easily lead to such students in training institutions in the process a variety of subject knowledge only a pile surface, not depth of the internal law of a study of e-commerce, technology and ability level and direction is not so, the institution building of e-commerce expertise to combine the needs of society and their own actual situation, a clear level of personnel training, personnel training, clear direction. Compared with the U.S., the cultivation of China's overall lower level of e-commerce, mainly in the undergraduate level from the undergraduate point of view of the three levels of education: Research institutions focused on research and personnel training, teaching and research institutions focus on advanced applications and innovative talents cultivation, teaching personnel and institutions focused on practical application of the training, these three levels of personnel can not replace each other, but also essential, they achieve a reasonable tier e-commerce professionals and talent diversification, therefore, the university should be a reasonable position on the basis of its own, to further clarify the issue of e-commerce to develop the level of addition, the direction of view from the cultivation of e-commerce, economics and management and technology can be divided into classes, or subdivided into economic class (the network of trade and marketing), management (ERP, SCM, CRM) and technical classes (business website planning, development and maintenance). Institutions in the curriculum, we must have a unified common curriculum, but also had an outstanding level of their training, the direction of the special courses, both the formation of character and personality characteristics of personnel training programs.

3. Strengthen teacher training
5 Comparison of teaching
American teaching in various forms of e-business, attention to practical ability of students, such as the Massachusetts e-commerce marketing programs to open, set the project research, paid internships, after-school practice and other aspects of Stanford's network marketing program requires students to use the knowledge design Internet services or products, active in e-commerce Harvard case study, while U.S. colleges and universities generally are equipped with e-commerce research centers, school-enterprise cooperation through the field of pricing strategy for Electronic Commerce, legal issues, online consumer behavior to study key issues, students were asked to provide consulting services for companies in e-commerce training objectives, the United States colleges and universities adhere to market-oriented, Internet-based technology, product development, marketing, management and strategy formulation, based on Through the creation of e-commerce courses, combined with e-commerce research center, emphasizing hands-on capacity, etc., students use the Internet to develop new forms of competition and corporate strategies.

Chinese e-commerce education in general education based on theory, practice, practice credits generally only about 12% of total credits, practical ability of students is the weak link in e-commerce education. University training programs in the development of e-commerce is still lack of sufficient market demand for talent in research, teaching from theory to practice teaching the channel is not blocked, causing the output of e-business talent is more difficult to adapt to social needs.

Fourth, the conclusions and recommendations
Chinese e-commerce professional training in a professional setting with the United States is basically the same, but in the training level, curriculum, faculty and teaching mode with the United States there is a big gap, so the Chinese e-commerce training in order to achieve rapid development , the United States must learn from the successful experience of e-commerce education. Specifically, the following recommendations:

Links to free download http://www.hi138.com

1 market-oriented
Talents to meet the needs of society, the market for talent requires training plays a decisive role in present society the demand for e-commerce professionals mainly from the five kinds of institutions, of three types: five institutions are professional electronic Commercial companies, IT Networks, enterprise information services, consulting services online marketing services companies and professional company, focused on technical talent type class, business class and integrated management.

In addition, e-commerce and geographical characteristics of the demand there is an association with the development of information technology in the process of dynamic change. Institutions should actively carry out market research with the times, to fully understand the social and business personnel requirements, adjust and optimize the training program to meet the changing needs of society, especially the employment of radiation to master within the region the demand for talent for business people in the region demand characteristics, focusing on the cultivation of certain skills to enable students to be more competitive.

Professional e-commerce for Chinese universities weak teachers, the various colleges and universities should strengthen teacher training, teachers continue to improve the level of theory and practical operation. Qualified teachers in colleges and universities can be sent to foreign universities for further study, study abroad, the most dynamic and cutting-edge theory advanced practical experience while you can serve your business e-commerce experts in the discipline of a course for teachers, which in the first line of e-commerce practice experts have extensive business experience and the latest technology to master the forefront of e-commerce information so that not only ensure that students have learned not behind the times, but also to ensure that the students after graduation will not feel their knowledge out of touch with the needs of the actual work.

4. Improve teaching
On the one hand, e-commerce is an emerging discipline, it is impossible in a short time to establish a sophisticated system to guide the teaching of the theory, therefore, no matter what level of training should be to break the closed-teaching, the implementation of the open school-enterprise combination of teaching and practice mode on the other hand, present, most companies still in the exploration stage and try to e-commerce phase, e-commerce theories and methods of control are not mature enough to need professional guidance and a large number of relevant professionals Therefore, universities should seize the opportunity, joint ventures, on the one hand in the actual application of mining research for the enterprise to solve problems, so that knowledge into production, on the other hand the use of corporate resources to create practice base for students to create more practice opportunities for students to identify problems in practice, solve problems, improve their proficiency and ability to innovate, while the higher authorities should be for the university and corporate marriage matchmaking, dredging channels, funding and policy support to promote the university's electronic business professionals to form industry, academia and research combined resources to effectively share a good situation.

5 into the non-academic qualifications, education
Currently, there are a lot of e-commerce certification of non-academic education, its purpose is to further regulate the professional conduct of e-commerce practitioners to enhance the professional capabilities with Higher Education compared to non-academic qualifications, education more practical and focused, and the corporate In selecting people, they also place more emphasis on these certificates. typical exam with the Ministry of Labor and Social Security to implement the "e-commerce division" series certification, computer technology and software professional and technical qualifications (level) exam consists of a series of professional e-commerce and technical qualification examinations, Ali Baba Ali Institute launched its e-commerce Alibaba series certification, IBM e-business Solution Designer certification, etc. institutions according to their level and direction of selective certification exam will be included in these training programs, to take in the form of elective or 1 + x (degree certificate + professional certification) in the form of training for students or encourage students to self-training, vocational orientation, to improve professional skills.


References:
[1] Harlan L, Kathy HE-Business Education at AACSB-Affiliated business Schools: a Survey of Programs and Curricula [J]. Journal of Education for Business, 200l (7) :328-331.

[2] Subhash Durlabhji, Marcelline R Fusilier.Ferment in Business Education: E-Commerce Master's Programs [J]. Journal of Education for Business, 2002 (3) :169-176.

[3] Biling Yan, Mu Xiaoyong. Domestic colleges and universities to develop e-commerce system for professional courses investigation and analysis [J]. Market Modernization, 2007 (6) :243-244.

[4] Li Fenglin, Liu Tao, Xu Jing. The professional training of foreign commerce comparative study [J]. Library and Information Service, 2006 (8) :73-75.

[5] Qi Li, Peng Lifang. Colleges and universities to develop professional e-commerce research report [M]. Beijing: Higher Education Press, 2007.

[6] Lu Shujing, Zhou Huanhuai based on U.S. e-commerce training model of thinking [J]. Information Science, 2010,29 (1) :189-191.

[7] Ma Gang, Miao Hui Yong, Zhang Yingying e-commerce undergraduate curriculum research and design [A]. Li heart, Li Qi editor of e-commerce education, theory and application of new developments - e-commerce education in the Seventh National University Conference Proceedings and the academic study [C]. Dalian: Dongbei University Press ,2008,276-284.

[8] Wang Xuedong, Lee Cong Wei, Wang Dan, China-US Comparative Study of Higher Education e-commerce [J]. China Information Review, 2006 (10) :59-62.

[9] Yang Jing, Zhang Qingliang U.S. e-commerce education status of research [J]. Technology and Economy, 2007 (8) :82-85.

[10] China Electronic Commerce Research .2010 Annual Report of Chinese e-commerce market data monitoring [R] .2011-1-18.

Links to free download http://www.hi138.com