Author(s)

Yanhong Wu ¹

Affiliation(s)

¹ School of Accounting, Zhanjiang University of Science and Technology, Zhanjiang, Guangdong, China

Corresponding Author

Yanhong Wu

ABSTRACT

Driven by the digital transformation of the global economy and the national policy of "integration of industry and education", this study systematically explores the value co-creation mechanism and action path of the integration of teaching and competition in response to the practical predicament of the disconnection between university market research competitions and professional teaching. By integrating the theory of value co-creation, the theory of constructivist learning and the theory of industry-education integration, an innovative model of tripartite collaboration among "universities - enterprises - students" was constructed. Taking Zhanjiang University of Science and Technology as a case, the effectiveness of the implementation path of "modular reconstruction of courses - collaborative guidance by dual mentors - evaluation of achievement transformation" was verified. Empirical evidence shows that the integration of teaching and competition model can enhance students' market analysis ability by 25.0%, increase the adoption rate of enterprise solutions by 27 percentage points, and raise the conversion rate of achievements from 15% to 45%. The research provides a "theoretically verifiable and operationally feasible" solution to the problem of the disconnection between competition and education, and has significant practical value for promoting the reform of business education and the deep integration of industry and education.

KEYWORDS

Market Research Competition; Integration of Teaching and Competition; Value Co-Creation; Integration of Industry and Education

CITE THIS PAPER

Yanhong Wu, Research on the Value Co-Creation Mechanism and Action Path of Integrating Teaching and Competition in Market Research Competitions . Transactions on Comparative Education (2025) Vol. 7: 39-48. DOI: http://dx.doi.org/10.23977/trance.2025.070206.

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