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“时尚产品营销”课程教学趣味性提升策略研究——基于全球化与东方美学融合视角

Research on Strategies for Enhancing the Teaching Interest of the Curse “Fashion Product Marketing” — From the Perspective of the Integration of the Globalization and Eastern Aesthetics

任书媛

Education Study / 2026,8(6): 595-599 / 2026-06-15 15 8

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• Information:

  广州工商学院，广州

• Keywords:
  Fashion Product Marketing; Teaching interest; Globalization; Eastern aesthetics; Teaching reform
  时尚产品营销; 教学趣味性; 全球化; 东方美学; 教学改革
• Abstract: With the upgrading of consumption, the rise of the “Guochao” trend, and changes in new media communication methods, the cultivation of fashion product marketing talents is facing new requirements and challenges. At present, the course “Fashion Product Marketing” still has problems such as insufficient updating of teaching content, weak teaching interest, and inadequate connection with students’ real-life experiences in terms of teaching content, case selection, classroom forms, and practical learning. From the perspective of the integration of globalization and Eastern aesthetics, this paper analyzes the necessity of curriculum teaching reform and proposes paths to enhance teaching interest through updating global brand cases, incorporating Eastern aesthetic elements, strengthening project-based practice, improving the evaluation system, and enhancing school-enterprise cooperation. The study argues that curriculum reform should be based on the development trends of the fashion industry and the learning characteristics of students, and should promote the connection between theoretical teaching and real brand marketing scenarios, thereby improving students’ classroom participation, aesthetic cognition, and marketing practice ability. 随着消费升级、“国潮”热潮的兴起与新媒体传播方式变化，时尚产品营销人才培养面临新的要求和挑战。当前，“时尚产品营销”课程在教学内容、案例选择、课堂形式和实践环节等方面，仍存在更新不足、趣味性不强、与学生真实生活经验衔接不够等问题。基于全球化与东方美学融合视角，本文分析课程教学改革的必要性，提出通过更新全球品牌案例、融入东方美学元素、强化项目化实践、完善评价体系和加强校企合作等路径，以此提升课程教学的趣味性。研究认为，课程改革应立足时尚产业发展趋势与学生学习特点，推动理论教学与真实品牌营销场景对接，从而提高学生的课堂参与度、审美认知能力和营销实践能力。
• DOI: 10.35534/es.0806106 (registering DOI)
• Cite: 任书媛．“时尚产品营销”课程教学趣味性提升策略研究——基于全球化与东方美学融合视角［J］．教育研讨，2026，8（6）：595-599．