| 广告换位思考与创新型广告人才培养的实证研究 |
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| 引用本文： | 李彬彬,文麒龙.广告换位思考与创新型广告人才培养的实证研究[J].南京林业大学学报(人文社会科学版),2004,4(3):64-68. |
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| 作者姓名： | 李彬彬 文麒龙 |
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| 作者单位： | 江南大学设计学院,江苏,无锡,214064 |
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| 基金项目： | "江苏省新世纪高等教育教学改革工程"立项项目"创新型广告人才培养的实证研究"子项目 |
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| 摘 要： | 以广告换位思考为主线,提出创新型广告人才观,策划《创新型广告人才培养模式》的实证调查。以广告用人单位(广告业)和培养单位(高校广告专业)存在认知的差异为切入点,依据"价值链"理论剖析双方错位的原因,建议用人单位与培养单位采取换位思考共同完善"创新型广告人才价值链"的对策,达到广告人才市场优化配置与现代广告业可持续发展的目的。
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| 关 键 词： | 广告换位思考 创新型广告人才 价值链 实证研究 |
| 文章编号： | 1671-1165(2004)03-0064-05 |
| 修稿时间： | 2003年12月24 |
The Transpositional Reasoning on Advertising and the Positive Research on Cultivating Innovative Advertising Talent |
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| LI Bin-bin,WEN Qi-long.The Transpositional Reasoning on Advertising and the Positive Research on Cultivating Innovative Advertising Talent[J].Journal of Nanjing Forestry University(Humanities and Social Sciences Edition),2004,4(3):64-68. |
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| Authors: | LI Bin-bin WEN Qi-long |
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| Abstract: | The paper takes the transpositional reasoning on advertising talents as a masterstroke,then brings forward a new opinion of innovative advertising talent and plans a positive research on "The Educational Mode for Innovative Advertising Talent".From the differences in cognition of innovative advertising talent between the employing part(Advertising) and educating part(Advertising Department in universities),the article deduces the causes of the diversities between both sides by the theory of value chain and suggests the "The Value Chain of Innovative Advertising Talent" be perfected through transpositional reasoning,so as to optimize the advertising talent market and lead contemporary advertising to a sustainable development way. |
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| Keywords: | advertising transpositional thinking innovative advertising talent value chain positive research |
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