消费者行为学是一门集理论性与实践性为一体的管理类学科,因而,教师应在教学过程中重视采用“启发、互动”的教学模式,案例教学是实施“启发、互动”教学模式的重要抓手。结合教学实践,本人认为在消费者行为学教学中成功实施案例教学至少要抓好四个基础环节,即:案例精选、教师角色定位、学生角色定位和成绩考核。 Constructivism is a management discipline integrating theory and practice. Therefore, teachers should attach importance to the teaching mode of “enlightenment and interaction” in the process of teaching, and the case teaching is the implementation of “inspiration and interaction ”Teaching mode important starting point. Combined with teaching practice, I think that in the teaching of consumer behavior in the successful implementation of case teaching, we must at least grasp the four basic links, namely: case selection, teacher role positioning, student role positioning and performance evaluation.