"Moral education" is the fundamental task and great mission of higher education. However, in recent years, the development of higher education has gradually deviated from the original meaning of "moral education". Especially in the context of difficult employment, higher education is increasingly obscured by utilitarianism, and the goal of talent training is increasingly weakened and reduced to obvious achievements such as employment rate and professional ability. The outstanding performance is that the lack of graduates' professional literacy has increasingly become a short board and bottleneck for the sustainable development of students' careers, and it has also increasingly affected economic and social development. 20 15 professor Yan of east China normal university conducted a large-scale survey on graduates who have worked in some domestic universities for 1-6 years. The survey shows: "What colleges and universities obviously lack is informal ability. Strictly speaking, informal ability is mainly manifested as an attitude and accomplishment in dealing with people. Graduates lack informal ability feedback after entering professional life, precisely because of the systematic and institutionalized forgetting of people in education and the original background of education. In the survey, the higher the educational background and the higher the educational level, the weaker the informal ability feedback of graduates, which also roughly highlights the logic of the inversion of' people' and' talents' in institutionalized education. " [1] In recent years, when I visited graduates and employers, I also found that professional quality is the most important employment quality for graduates and employers, and it is also considered to be the core quality that plays a decisive role in students' adaptation to professional posts and sustainable career development. This requires every higher education worker to deeply understand the value of vocational literacy education, scientifically clarify the connotation and characteristics of relevant concepts of vocational literacy education, comprehensively examine the difficulties faced by vocational literacy education in colleges and universities, actively build a vocational literacy training system, earnestly fulfill the responsibilities and missions of higher education, return to the original meaning and truth of education, and promote people's all-round development and lifelong development.

First, when: treat professional literacy education with a more conscious attitude.

Treating professional literacy education with a more conscious attitude is essentially a consideration of the value of professional literacy education and an understanding and awakening of the value of professional literacy education. To enhance the consciousness of professional literacy education requires us to correctly understand the connotation and characteristics of professional literacy and deeply understand the value and significance of professional literacy education.

(A) a comprehensive understanding of the connotation of professional literacy and professional literacy education

The word "literacy" has a long history. Xinhua Dictionary refers to the quality that people form and develop under the influence of acquired education or environment as "accomplishment", that is, "normal exercise and upbringing". [2] In this definition, the key words to understand the connotation of literacy and the influence of quality, cultivation, education or environment are clearly pointed out. However, as a subordinate concept of "literacy", "professional literacy" is generally regarded as a relatively novel concept with rich connotation and extensive extension, so there are different opinions. Judging from the existing literature, there are still different understandings of the concept of professionalism, and it is difficult to reach a consensus on the definition of professionalism. However, combing the relevant literature, combining the understanding of literacy and the follow-up survey of graduates, the author believes that the so-called professional attendance is a series of qualities that people formed and developed under the influence of acquired education or environment, especially the professional environment, and reflected through professional activities, generally including professional literacy, professional ethics, professional awareness, professional habits, professional skills and so on, such as loyalty, dedication, love of posts, honesty and so on. Some researchers combine the "iceberg theory" to divide professional literacy into explicit literacy and implicit literacy, in which explicit literacy refers to professional skills, while implicit literacy refers to other abilities and characteristics that need to be possessed when completing work tasks [3]. Among them, recessive literacy is often neglected, but it plays a greater role in the development of individuals and organizations.

We can further clarify the connotation of professionalism from the characteristics of professionalism. First, it has distinct cultivation and stability: professionalism is the result of acquired cultivation, and once formed, it is often difficult to change, thus becoming a typical and unique quality of individuals. Second, it has distinct professionalism and situational: professionalism is closely related to industry and occupation, and professionalism originates, develops, manifests and acts on professional activities. Third, it has distinct universality and particularity: professional literacy has significant differences in different industries and occupations, while some basic literacy has common requirements in different industries and occupations. Fourth, it has a distinct tradition and times: professionalism is a historical phenomenon, which is formed by continuous accumulation and accumulation in the process of industry and career development. At the same time, professionalism, as an organic part of advanced socialist culture, cannot exist independently without the characteristics of the times, and the spirit of the times is the important content and main tone of professionalism. Fifth, it has distinct practicality and endogeneity: professional practice is the objective basis for the emergence and development of professionalism. Although professional quality, professional ethics, professional awareness, etc. Most of them belong to the category of consciousness, and it is obviously useless if knowledge and action cannot be integrated. At the same time, only through training, experience, practice and continuous internalization and sublimation into individual personality and behavior habits can professional accomplishment further promote the development of professional practice.

Through the above analysis, we can easily see the significance of professionalism as a multi-level and three-dimensional concept to individuals, organizations and economic society. Professional accomplishment is an indispensable key factor in the composition of personal core competitiveness, and it is also the premise and foundation for individuals to obtain full employment in time and obtain sustainable career development. Professional accomplishment is also the foundation and necessary condition for organization and economic and social development.

Based on the above understanding, the author thinks that college students' professional literacy education is to follow the laws of higher education and professional literacy training, actively adapt to the industry and professional development situation according to the characteristics of college students' physical and mental development, adhere to the principles of openness, coordination and cooperation, and integrate the concept of professional literacy into the whole process of talent training and students' learning through teaching, practice, environment and culture, so that the majority of students can strengthen their professional beliefs, cast their professional spirit and cultivate their professional habits. The content of professional quality training focuses on the education of recessive professional quality.

(B) a deep understanding of the value of professional literacy education

Vocational quality education is not only the spiritual bond of educating people and putting moral education first, but also the inevitable requirement of putting moral education first and putting people first. The influence of vocational quality education on students is subtle and profound, which determines that it can "respect people, care for people, unite people, cultivate people and develop people", which has a profound and lasting impact on people's comprehensive quality and lifelong development, moistens things quietly, promotes students' all-round development, maximizes the effect of educating people, and maximizes the function of moral education first, thus promoting students' professional development to the maximum extent. At the same time, we need to further understand the relationship between major and people's livelihood. For students, major should be a spiritual internal demand, a universal demand and a lifelong demand. Therefore, we must rely on professional literacy education to relieve students' employment pressure, nourish their beautiful hearts, cultivate their colorful lives, enrich their spiritual world and protect their cultural rights and interests. When we talk about moral education, professionalism should be an important part; We talk about people-oriented, and professionalism should be a significant sign; When we talk about promoting development, professionalism should be an important measure.

Vocational quality education is not only an important means to cultivate talents in colleges and universities, but also an important goal. The proposal of vocational quality education is precisely because the current situation of students' professional quality is worrying in recent years, which profoundly reflects the marginalization, fragmentation and inefficiency of current vocational quality education. Vocational quality education has become the shortcoming, bottleneck and weak link of talent training in colleges and universities. Professional quality education tries to break through the narrowness of skill first in talent training in colleges and universities, effectively link talent training with quality training, realize the transformation from "professional skills" to "having both ability and political integrity" and from "professional ability" to "professional quality", and give full play to the characteristics and advantages of professional quality education in talent training. At the same time, vocational quality education should not only be emphasized as a means and a support, but should be a deeper and higher-level pursuit of connotation construction and quality improvement in colleges and universities. This is not only a new leap in understanding the position, function and value of professional literacy education, but also fully embodies the new historical mission entrusted to colleges and universities by the times and the strategic vision of colleges and universities in talent training.

Vocational quality education is not only an accelerator of economic and social development, but also a new platform for colleges and universities to realize characteristic development. At present, China's economy and society are in a strategic opportunity period of economic system transformation and social form change, which not only welcomes development opportunities, but also faces many contradictions and challenges. College students are the precious human resources of the country, and they are the new force to implement the innovation-driven development strategy, promote mass entrepreneurship and innovate. Both economic and social development and organizational development call for high-quality talents with good professional quality. Carrying out college students' professional quality education in depth has undoubtedly become an important guarantee to enhance the country's soft power and promote the development of economic and social sciences. At the same time, the development of higher education has also changed from focusing on quantity and scale to focusing on quality and characteristics. Combining the development orientation of colleges and universities with the training goal of professional talents, promoting vocational quality education, creating characteristic culture and cultivating characteristic brands of colleges and universities are not only the internal driving force to realize the innovative development and characteristic development of colleges and universities, but also the inevitable choice to enhance their competitiveness.

Second, we should analyze professional literacy education from a more objective perspective.

Analyzing vocational quality education from a more objective perspective is essentially an understanding and grasp of the current situation of vocational quality education practice and an examination and analysis of the alienation phenomenon of vocational quality education, so as to better undertake the responsibility and mission of vocational quality education and actively build a vocational quality training system.

(A) the "subjective understanding" of professional literacy education is still lagging behind, and the consciousness and initiative of professional literacy education need to be further enhanced.

Leading cadres and teaching staff in colleges and universities play a leading role in vocational quality education, and students are the main body of vocational quality education. At present, both sides have a certain lag in their understanding of professional literacy education. The outstanding performance is as follows: some leading cadres think that the function of colleges and universities is professional teaching and scientific research, but they regard the cultivation of students' professional quality as a face project, "propaganda is important, implementation is not important, so don't be busy"; Some professional teachers think that the cultivation of professional quality is ideological and political work, which has nothing to do with their own education and teaching, and they don't realize the exemplary role of their professional quality for students. Some students regard the cultivation of professional literacy as formalism and even have rebellious feelings and resistance, and they don't realize the great role of professional literacy in life development. These understandings directly lead to the marginalization, superficiality and entertainment of professional literacy education, which makes the integration of professional literacy education and the central work of colleges and universities not close enough to be recognized and internalized by teachers, students and employees.

(B) The "long-term mechanism" of professional literacy education is still not perfect, and the systematicness and integrity of professional literacy education need to be further enhanced.

At present, the systematic design and overall promotion of professional literacy education need to be further deepened, which is manifested in the lack of long-term and systematic planning, and the lack of clear timetable and road map for carrying out professional literacy education, which directly leads to a gust of wind in the practice of professional literacy education. Today and tomorrow are certain randomness and surprise. The system and mechanism of implementing vocational quality education need to be further deepened, which is manifested in the phenomenon that vocational quality education is still out of touch with teaching, management and service. The resultant force and atmosphere of vocational quality education focusing on joint management, all-round education and all-round education have not yet formed, which directly leads to the phenomenon of "two skins" in the practice of vocational quality education and talent training in colleges and universities, and it is easy to form a situation in which all departments in colleges and universities are fragmented. The off-campus support network of professional literacy education needs to be further constructed. At present, professional literacy education is confined to the narrow campus, lacking close contact with richer social life, which directly leads to the "island" phenomenon of professional literacy education practice.

(c) There is still room for "practical innovation" in vocational education, and the effectiveness and pertinence of vocational education need to be further enhanced.

Only by showing strong attraction can professional literacy education directly hit people's hearts and adapt to the physical and mental development and cultural needs of teachers and students. At present, professional literacy education needs to improve its effectiveness in the two-way interaction between teachers and students, the integration of mind and heart, and the integration of knowledge and practice. There are not many high-level professional literacy education practices that can reflect the national conditions, school conditions and living conditions, create a brand, inspire people to forge ahead and warm people's hearts. The new methods, new ideas, new approaches and new projects of professional literacy education that reflect the characteristics of the times, cope with the difficulties of the times and respond to the hot spots of the times need to be explored and cultivated continuously; At present, there are many practical courses, many theoretical courses, many slogans, less practical experience, less classified and layered teaching and less innovative projects. Therefore, compared with the development requirements of higher education, the demand for the healthy growth of college students and the trend of economic and social development, there is still a big gap, and there is still huge room for the quality, characteristics and brand building of professional literacy education.

Third, we can do it: deepen professional literacy education with clearer ideas.

Deepening vocational quality education with clearer thinking is essentially the yearning and pursuit of the connotation development of vocational quality education. To realize the self-improvement of vocational quality education, we need to grasp the characteristics and laws of vocational quality scientifically and think deeply about the path and carrier of vocational quality education.

(A) systematic planning to enhance the organizational power of professional literacy education

Vocational quality education is a complex systematic project. We can't expect to achieve the overall breakthrough by general call, random and surprise construction, but need systematic design, scientific planning and active construction. On the basis of in-depth investigation and study of the present situation and problems, colleges and universities should firmly establish the construction concept of "carrying forward the main theme with professional literacy education as the guidance, benefiting people's livelihood with professional literacy education as the welfare, improving the quality of education with professional literacy education as the driving force, and promoting good development with professional literacy education as the goal", fully tap the resources inside and outside the school, learn from the characteristic experience and effective practices of other colleges and universities, and actively formulate the development strategy and plan of professional literacy education; Put forward the theme and main line of professional literacy education, form the development idea of professional literacy education, and clarify the guiding ideology, objectives and tasks, basic principles, content carriers, specific measures, action priorities, supervision and evaluation of professional literacy education; Make a clear timetable and road map, implement effective target management for professional literacy education, thus forming a complete professional literacy education system and framework, systematically drawing a blueprint for the development of professional literacy education, and promoting the scientific development and connotation development of professional literacy education.

(2) Improve the mechanism and consolidate the development of professional quality education.

Vocational quality education is a long-term strategic task. The system and mechanism are fundamental and long-term, so it is necessary to establish and improve a comprehensive and standardized system and mechanism that adapts to the connotation construction of professional literacy education, follows the law of professional literacy development, and conforms to the physical and mental characteristics of students. Vocational quality education runs through the whole process of talent training, permeates the whole field of talent training, and is deployed, implemented and assessed together with the central work of colleges and universities. Therefore, it is necessary to establish and improve the investigation and research mechanism, adhere to the form of topics or projects, and conduct frontier research, macro research, theoretical research, applied research, comparative research and follow-up research on the laws of vocational literacy education and students' concerns and needs for vocational literacy education. It is necessary to establish and improve the organizational guarantee mechanism, further improve the work pattern of unified leadership of the party Committee, personal leadership by leaders in charge, specific responsibility of relevant functional departments, joint management by all departments of the hospital, and active participation of all faculty members, so as to form a strong educational synergy of vertical leadership, horizontal communication, upper-level arrangement and lower-level implementation; Give full play to the party's political and organizational advantages, further increase investment in education, and effectively ensure that institutions, personnel, funds and venues are "in place"; It is necessary to establish and improve the supervision and evaluation mechanism, evaluate the development status, achievements and existing problems of vocational literacy education, and conduct regular supervision and inspection. The standards should be scientific, the system should be standardized, the time should be normal, the results should be publicized, the advanced should be rewarded, and the backward should be punished to promote the responsibility and performance.

(C) improve the system, strengthen the infiltration of professional literacy education

Professional quality education is a practical process with extensive contents and rich ways. We should seriously explore the relationship between the contents of professional literacy education, strive to integrate the ways of professional literacy education, always highlight the practicality and innovation of professional literacy education, form an organic whole and produce the best results.

1. Highlight the classroom carrier and constantly improve the professional quality teaching system. To cultivate students' professional quality by example: through compulsory courses, elective courses, special lectures, online courses and other forms, professional quality education runs through all levels, disciplines, majors, courses and the whole process of talent training in higher education; Implement classified and stratified education and give full play to the role of classroom education as the main channel and front. At the same time, promote the reform of education and teaching, pay attention to "professionalism", carefully design the content, and reflect the depth of education; From an interdisciplinary point of view, the integration of human resources inside and outside the school and the formation of teaching teams reflect the breadth of education; Through problem analysis, thematic discussion and practical exploration, students' subjective initiative can be activated, and the effectiveness of education can be enhanced, thus solving the problems of "what to say", "who to say" and "how to say it".

2. Highlight the activity carrier and constantly improve the professional quality practice system. Cultivating students' professional quality in practical education: seize major events and major time nodes, create multiple situations according to students' needs at key stages, carry out targeted series of educational activities, give full play to the potential infection and demonstration role of campus activities in cultivating students' professional quality, and make students be educated by people and things around them. At the same time, we should adhere to the practice orientation with the connotation of social demand, market demand and enterprise demand, open the school gate, tear down the fence, make full use of two different resources inside and outside the school, and make students fully integrate into society, market and enterprise through the connotation construction of practice, internship and training base during school, so as to realize the "zero distance" docking between students and employers and society and maximize the professional quality of students.

3. Highlight the cultural carrier and constantly improve the professional quality leading system. Cultivating students' professionalism in creating an atmosphere: culture is the basic feature of a university and the soul of its development. Campus culture has a subtle and far-reaching influence on the cultivation of students' professional quality, which is incomparable to any course. Insist on taking root at the grassroots level and casting "the soul of China"? Close the soul? School spirit "in one, guiding students to improve their professional quality with core values, industry spirit and professional demeanor, and vigorously cultivating spiritual culture with charisma and centripetal force; Insist on "small things" and "details", start small and standardize words and deeds from details, guide students to improve their professional quality with colorful campus cultural activities, and strive to carry forward and display civilized and fresh behavior culture; Adhere to the integration and infiltration of professional literacy idea and spirit into campus planning and design, guide students to improve their professional quality with rich campus landscape, and pay attention to improving the material culture that highlights individuality and characteristics; Adhere to efforts to create a strict, standardized, systematic and scientific institutional system, effectively improve the executive power of the system, strive to find the best fit between rigid constraints and humanistic care, temper students' will quality and behavior habits through dribs and drabs, and actively improve the institutional culture of combining rigidity with softness.

(D) to create a brand, improve the attractiveness of vocational quality education

Professional literacy education is a landing project that pursues and pays attention to practical results, and it must rely on the implementation of specific projects, so the construction of professional literacy education projects is very important. Through the construction of professional literacy education project, students can experience and feel that professional literacy education is around, so as to feel the power of education, realize the true meaning of literacy and consciously accept the ideas and norms advocated. Therefore, colleges and universities should closely focus on the central task and overall goal of moral education, firmly grasp the new characteristics and changes of contemporary college students, fully respect and give full play to the initiative spirit of teaching staff, carefully cultivate carriers and styles that highlight the characteristics of professional literacy, conform to the characteristics of teachers and students, take root in students and serve students, sum up the vivid innovative experiences of teachers and students in time, and form an atmosphere of professional literacy education in which projects originate from teachers and students, activities rely on teachers and students, and achievements benefit teachers and students, so as to continuously improve professional literacy. Only by planning more projects that teachers and students love and building more projects that are directed at people's hearts can we create a good atmosphere, produce more achievements and improve the attractiveness of vocational quality education.

(E) Build a platform to enhance the driving force of professional literacy education.

To achieve results, professional literacy education must find the right carrier and build a good platform. Therefore, colleges and universities should fully mobilize all forces, make full use of all resources and take effective measures to build a broad platform to support professional literacy education.

1. Actively build a network platform: With the development of the times, digital technology and network technology are developing rapidly, which increasingly affects the study, work and life of teachers and students, and also provides a new platform and opportunity for professional literacy education. Professional literacy education must attach importance to the use of new media platforms, make full use of new media styles, and regard the Internet as a new position for professional literacy education.

2. Actively build a base platform: we should broaden the channels and space of professional literacy education, make extensive use of social and industrial resources, build an education base together, and form a benign interaction mechanism inside and outside the school.

3. Actively build a communication platform, explore ways to build a professional literacy communication system through environmental culture, image recognition and behavior activities, and strive to build a professional literacy communication system with advanced technology, fast communication and wide coverage, so as to improve the radiation and influence of professional literacy.