企业广告人才素质研究  

Advertising agency talent quality research

作　　者：罗子明[1] 高丽华[1] 

机构地区：[1]北京工商大学艺术与传媒学院

出　　处：《广告大观（理论版）》2009年第3期51-56,共6页Journal of Advertising Study

基　　金：中国教育部与电通公司"电通.中国广告人才培养基金项目"资助

摘　　要：本文通过因子分析发现,企业广告人才素质分四大因子,即创造性与责任、策划实施能力、企业经营管理素质、办公能力。由此提出企业广告人才培养要从四个方面着手:构建复合型人才培养体系、重视创造性思维和责任意识训练、增加行业经济知识、强化品牌知识。Based on factor analysis, 4 factors are discovered in advertiser＇ s Talent Quality, creative ＆ responsibility, plan ＆ executive ability, management ＆ operation ability, office performance ability. The professional traimng for advertiser＇ s talent quality needs to begin from 4 aspects, reconstruction system of multi-skill talented training, emphasis on creative and responsibility consciousness training, supplement industry knowledge, imposes the brand knowledge.

关 键 词：企业广告人才 人才素质 广告主 

分 类 号：F713.8[经济管理—广告] G216[经济管理—产业经济]