关键词: 农商管理, 数字技术, 三农情怀, 学科交叉, 能力模型

Abstract: The transformation of rural economy in the digital age has led to a more prominent supply-demand contradiction in supporting agriculture, promoting agriculture, and strengthening agricultural talent. The problems in the traditional business talent cultivation are the emphasis on urban areas over rural areas, disciplinary fragmentation, disconnection between theory and practice, weak digital skills, and lack of agricultural and rural sentiments. The "problem positioning model path" is employed to analyze the cultivation of undergraduates of agricultural and commercial management to establish the training objectives of agricultural and commercial management talents, define their core characteristics of "understanding technology, good management, and loving rural areas", and construct a three-dimensional ability model of "digital technology+agricultural and commercial management+agricultural and rural sentiments". The implementation paths from five dimensions—adjusting training concepts, reconstructing teaching systems, innovating teaching models, improving quality standards, and deepening industry university cooperation—are proposed to provide reference for the cultivation of agricultural and commercial management talents in ordinary universities, the training of upstream and downstream units in the agricultural and commercial management talent chain, solving the talent supply-demand contradiction under the digital transformation of agriculture, and compositing professional talents for rural revitalization.

Key words: agricultural and commercial management, digital technology, nostalgia for agriculture, rural areas, and farmers, interdisciplinary, competency model