目 录
摘 要
随着全球经济的不断发展，中国的广告行业也同样得到了快速发展。与此同时，广告教育也呈现了快速发展的势头。广告作为企业用以扩大知名度和增加产品销售收入的营销手段也就倍加受到重视。由于广告行业发展迅速，规模也就快速增加，随之而来的是广告人员需求量的增加。那么如何提升广告行业相关从业人员的综合素质，将直接决定着整个广告行业的未来发展以及整体水平。因此，本论文主要是研究澳门目前广告行业相关从业人员的培育模式，通过问卷调查和查阅相关文献等研究方法，找出目前澳门在广告人才培育方面存在的问题，并且在借鉴国内外先进经验以及加上笔者自身理论知识的储备，得出改善澳门广告人才培育的改善措施。21 世纪的广告人必须能够随着时代的变化而不断进行与时俱进的改变。必须具有较好的综合素质，不仅能够进行独立思考和判断、具有组织管理能力、人际沟通能力，还要不断关注新技术、新媒介的产生以及熟练使用其方法，具备良好的国际视野。在广告人才培养模式上，应该借鉴国内外先进的广告人才培育经验，最终探索出适合澳门地区特色发展的广告人才培养的新模式。因此，本文提出，对于澳门广告人才培育，应该对广告专业人才进行创新理念的培训，提升人才的创新意识和创新能力，澳门各高校在课程设置方面要使理论与实践相结合，并且加大投入，引进国内外先进的培育手段和设施，最终使澳门形成良好的广告人才培育环境。
关键词：澳门、广告业、人才培育
Abstract
Along with the global economy development, China advertising industry also obtained fast development. At the same time, advertising education also presents the fast development momentum. Advertising as enterprise to expand and increase the popularity of the sales and marketing means more attention. As the AD industry development is rapid, scale will rapidly increase, followed by advertisers the increase of demand. So how to improve the advertising industry related to the comprehensive quality of employees, will determine the future of the advertising industry development and overall level. Therefore, this paper is to study the Macao currently advertising industry related professionals model for fostering, through the questionnaire survey and research methods of literature review, and found out the Macao in advertising on the problems existing in the training talents, and from the domestic and foreign advanced experience and in its own theory of knowledge and the author reserves, concluded that the advertising training to improve the improvement measure. 21 century advertiser must be able to change with The Times and continue to keep pace with The Times change. Must have good comprehensive quality, can not only for independent thinking and judgment, have organizational ability, interpersonal communication ability, also continue on new technology, new media and skilled in the use of the generation of his methods, have good international vision. In advertising mode of talent training, should draw lessons from domestic and international advanced advertising training experience, and finally explores the suitable for Macao characteristics of the development of talent training, advertising new model. Therefore, this article proposes, advertising for Macao talent development, should to advertising professionals innovative concept of training, improve the talents of creativity and creative ability, the various universities in curriculum aspect to make combining theory with practice, and increasing investment, the introduction of foreign advanced cultivation means and facilities, and eventually the form good advertising training environment.
Keywords: macau, advertising, talent cultivation
