产教融合视域下品牌管理课程项目式教学改革与实践
杨秋明 肖艳1梁敏1
(1.宿迁学院,江苏宿迁 223800)
[摘要]品牌是高质量发展的重要象征，加强品牌建设是满足人民美好生活需要的重要途径。品牌管理课程以服务区域经济、赋能中小企业品牌升级为导向，依托京东等头部企业资源及本地产业生态，探索价值共识、专业共建、发展共赢的校企合作长效运行机制，打造产教深度融合，面向企业真实情境的项目式人才培养模式。着力破解品牌管理知识与产业发展衔接不强、品牌管理实践与行业需求结合不紧、品牌管理技能与岗位需求匹配不高等痛点问题，有效提升学生的品牌管理应用能力。
[关键词]产教融合;品牌管理;实践教学
[基金项目]2024年度宿迁学院教学改革研究项目“基于新质人才培养视角的《品牌管理》课程产教融合探索与实践"资助(2024KCGG01)建一-以《品牌管理》课程为例"(JGJKYB-25028)
全国经济管理类教学科研“十四五”规划2025年度课题"国际视野下中国品牌叙事的课程思政话语体系构
Reform and Practice of Project-Based Teaching of Brand
Management Course from the Perspective of Industry-Education
Integration
YANG Qiuming,XIAO Yan,LIANG Min
（Suqian University, Suqian 223800,China)
[Abstract] Brand serves as a vital symbol of high-quality development, and strengthening brand buildingis an important pathway to meet people's needs for a better life.Guided by the goals of serving the regional e-conomy and empowering the brand upgrading of small and medium-sized enterprises, the Brand Managemenlcourse leverages resources from leading enterprises such as JD.com and the local industrial ecosystem to ex-plore a long-term, win-win cooperation mechanism between schools and enterprises based on value consensus.profesional co-construction, and shared development. It aims to establish an industry-education integrated pro-ject-based talent cultivation model oriented toward real business scenarios.The paper focus on addressing thepain points of weak connection between brand management knowledge and industrial development, the insuffi-cient alignment between brand management practices and industry demands, and the mismatch between brandmanagement skills and job requirements, thereby effectively enhancing students' practical abilities in brand management.
[Keywords] Industry-education integration; Brand management; Practical teaching
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