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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。
Think tanks are an important part of the country’s soft power and an important force that affects government decision-making and promotes social development. The construction of national advertising think tank in colleges and universities is the realistic need of the national economic strategy and also the inevitable requirement of the development and status of advertisement discipline. National Advertising Think Tanks are professional, strategic, independent and open. At present, the construction of national advertising think-tank is valued by the government and universities. However, there are also many problems at the same time. Outstanding manifestations include the weak connection between the university advertising think-tank and the government, the need to improve professional abilities, the scholar’s academic background, and the lack of a mechanism for evaluating achievements. Therefore, this paper puts forward countermeasures and suggestions on the construction of national advertising think-tank, that is, the government and colleges and universities enhance their understanding of the importance of national advertising think-tanks and provide policy support and financial support for the construction of national advertising think-tanks; establish and improve decision-making consultation system in advertising field and innovate the nation Advice think tank management system mechanism for the development of think tanks to provide institutional protection; clear national advertising think tank construction focus and research areas to create a professional research platform to enhance the social impact of university advertising think tank; encourage the formation of cross-regional, cross-school, interdisciplinary national advertising Expert team of think tanks to constantly improve the professionalism of policy advisory services.