数字视听产业发展对广告职业教育的影响研究

Research on the influence of the development of digital audio-visual industry on advertising vocational education

数字视听产业的发展改变了广告行业的业态,广告企业不断放弃传统的商业模式与经营形态纷纷转型为MCN型广告企业。广告职业教育需要在人才培养方面进行相应的改革:一是调整人才培养定位,将培养MCN型广告企业核心岗位群所需要的高素质技术技能人才纳入培养目标;二是重新设计课程体系,以基于短视频生态的直播为方向对课程体系进行重构;三是大力推广项目化教学,将素质的培养、知识的学习与技能的训练融入具体的项目;四是完善相关管理制度。

The development of digital audio-visual industry has changed the form of advertising industry,advertising enterprises continue to give up the traditional business model and business forms have transformed into MCN type advertising enterprises.The advertising vocational education needs to carry on the corresponding reform in the aspect of talent training.Firstly,the orientation of talent training should be adjusted,and the high-quality technical and skilled talents needed by the core post group of MCN type advertising enterprises should be included in the training goal.Second,redesign the course system,reconstructing the course system in the direction of live broadcasting based on the ecology of short video;Third,vigorously promote project-based teaching,quality training,knowledge learning and skill training into the real project;Fourth,improve the relevant management system.