高校国家广告智库建设刍议  

Analysis on setup national advertising think tank with universities in China

作　　者：廖秉宜[1] 

机构地区：[1]武汉大学新闻与传播学院广告学系

出　　处：《广告大观（理论版）》2014年第5期83-88,共6页Journal of Advertising Study

基　　金：国家留学基金委国家公派访问学者项目(留金发[2012]3022号);湖北省教育厅人文社会科学研究项目(13g011);武汉大学"351人才计划"的研究成果之一

摘　　要：智库是国家软实力的重要组成部分,是影响政府决策和推动社会发展的重要力量。高校建设国家广告智库是国家经济战略的现实需要,也是广告学科发展和地位提升的必然要求。国家广告智库具有专业性、战略性、独立性和开放性等特点。当前,国家广告智库建设受到政府和高校重视,但同时也存在诸多问题,突出表现为高校广告智库与政府联系不紧密、专业能力有待提升、学者学科背景单一、成果评价机制缺乏等。由此,本文提出了国家广告智库建设的对策建议,即政府和高校提升对国家广告智库重要性的认识,为国家广告智库建设提供政策支持和经费支持;建立健全广告领域决策咨询制度,创新国家广告智库管理体制机制,为智库发展提供制度保障;明确国家广告智库建设的重点和研究领域,打造专业的研究平台,提升高校广告智库社会影响;鼓励组建跨地区、跨学校、跨学科的国家广告智库专家团队,不断提高政策咨询服务专业水平。The think tank is an important part of the national soft power,which is an important force to affect the government’ s decision-making.The construction of national advertising think tank in the university is the practical need of national economic strategy and inevitable demand of the advertising subject development.National advertising think tank has the characteristics of professional,strategic,independence and openness.At present,Chinese government and universities attach great importance to the construction of national advertising think tank.But there are some problems especially for the uptight connection between the government and university,the weakness of professional ability,single academic background of scholars,the lack of evaluation mechanisms.Therefore,the author puts forward the countermeasures and suggestions for the construction of national advertising think tank.（1）The government and universities improve the understanding for the importance of the national advertising think tank,and provide policy and financial support for the development of national advertising think tank.（2）The government need establish and improve the decision-making consultation system in advertising,update the management system and mechanism of national advertising think tank,and provide the system safeguard for the development of national advertising think tank.（3）The university need make clear the key research fields of national advertising think tank,build the professional research platform,and enhance the social impact of the national advertising think tank.（4）The national advertising think tank is encouraged to form a cross regional,inter school or interdisciplinary team,and to improve the professional level of policy advisory services.

关 键 词：高等院校 高校智库 国家智库 国家广告智库 

分 类 号：G647[文化科学—高等教育学] F713.8[文化科学—教育学]