文献类型：期刊文献

中文题名：新媒体经济语境下我国高等教育广告专业人才培养改革研究

英文题名：Research on higher education advertising professionals reform during the new media era in China

作者：蒋洛丹[1]

第一作者：蒋洛丹

机构：[1]河南财经政法大学文化传播学院

第一机构：河南财经政法大学文化传播学院

年份：2016

卷号：0

期号：1

起止页码：83-90

中文期刊名：广告大观：理论版

基金：2014年河南财经政法大学教学本科工程项目阶段性成果

语种：中文

中文关键词：STORE思维;整合营销传播思维;互联网+;投资驱动;创新驱动;沟通元

外文关键词：STORE thinking IMC thinking Internet＋ Investment-driven Innovation-driven Meme

摘要：近年来,随着新媒体的发展以及在经济领域的逐步渗透,在推动经济发展方面的作用越来越大,尤其是在我国广告产业转型升级方面扮演着越来越重要的角色,我国各大高等院校都在积极探索广告专业教育的改革与发展,以适应社会对于复合型人才的需求,尤其是新媒体广告人才的需求,广告专业教育也在积极探索着专业教学范式的改革,本文即在新媒体经济的大环境之下,研究我国高等教育广告专业教学范式改革的经验和成果及不足,以借鉴的视角来探索广告专业的教育的未来之路。
In recent years, with the development of new media, new media gradually penetrates in the economic field, and it plays an increasingly crucial role in promoting the economic development, especially in the transformation and upgrading of China＇s advertising industry. China＇s colleges and universities are actively exploring the reform and devetopment of advertising professional education in order to the new media advertising talent demand. Advertising profess of teaching paradig achievements, and adapt ona[ e to the social demands for talents, especially ducation is also actively exploring the reform m. Under the economic environment brought by new media, this paper studies the experiences deficiencies during the reform of higher education of advertising teaching paradigm, to explore the future of advertising professional education