| 摘 要 | 创意传播实践课程的核心目标是培养学生解决真实问题的实践能力。传统教改引入学科竞赛或组建工作坊的方式虽然能在一定程度上锻炼学生的动 手能力，但已落后于数智时代对人才综合素质的要求。本课程在创意传播管理理论的指导下，引入数字平台和公益项目，通过"建组选题""理论学习""内容 创意""实战投放""效果评估"五个教学阶段，八个教学任务，让学生深入了解当前数智创意传播实践的原理与逻辑，并完整参与真实的项目实战。经过实践 教学，学生的分析洞察能力、创意表现能力、数据研判能力及思政素养均得到了显著提升。 | 关 键 词 |创意传播管理 创意传播实践教学 公益传播 | Abstract | The creative communication practice course's core objective is to cultivate students' ability to solve real communication problems. Although the traditional teaching reforms of participating in professional compet ...

Core Viewpoint - The article emphasizes that all aspects of business revolve around sales, highlighting the importance of effective branding and marketing strategies in driving consumer engagement and sales performance [1][2]. Group 1: Company Overview - Hua Yu Hua, founded by brothers Hua Shan and Hua Nan in 2002, has become a leading creative consulting firm in China, known for its impactful branding strategies that dominate various retail environments [3][4]. - The company has served over 60,000 client stores and has cumulatively worked with more than 100,000 stores, showcasing its extensive reach in the market [3][4]. - Hua Yu Hua's design philosophy revolves around creating "super symbols" and catchy slogans that resonate with consumers, making them memorable and effective in driving sales [4][5]. Group 2: Design Philosophy and Methodology - The design principles of Hua Yu Hua are summarized as "big, bright, and many," focusing on creating visually striking logos and repetitive imagery to capture consumer attention [5][12]. - The company believes that effective design should prioritize sales outcomes over aesthetic considerations, leading to a practical approach that some critics label as simplistic or crude [5][12]. - Hua Yu Hua's methodology has been consistent over the years, emphasizing the importance of creating recognizable symbols that can be easily understood by consumers [6][12]. Group 3: Notable Clients and Success Stories - Notable clients include popular Chinese brands such as Mi Xue Bing Cheng and Han Ting Hotels, for which Hua Yu Hua has developed memorable branding elements that significantly boosted their market presence [4][16]. - The success of the "Tian Qi" toothpaste campaign, which sold 400 million units, exemplifies the effectiveness of Hua Yu Hua's branding strategies [16][22]. - The company has transitioned its client base from pharmaceuticals to sectors like food and retail, reflecting its adaptability and broadening market appeal [17][22]. Group 4: Operational Efficiency - Hua Yu Hua employs a production line approach to creativity, aiming to standardize and streamline the creative process, which enhances efficiency and reduces costs [18][20]. - The company has adopted principles from manufacturing, such as the Toyota Production System, to optimize its creative output and ensure consistent quality [18][20]. - Employees are encouraged to engage directly with the market, gaining insights from frontline sales experiences to inform branding strategies [18][20]. Group 5: Future Aspirations - The founders aim to expand internationally, with plans to establish a presence in markets like Singapore and the United States, aspiring to position Hua Yu Hua as a global consulting powerhouse akin to McKinsey [40][41]. - The company is focused on translating its methodologies into English and reaching a broader audience, reflecting its ambition for global influence [40][41]. - Hua Yu Hua's long-term vision includes a commitment to continuous learning and adaptation, ensuring that its strategies remain relevant in an evolving market landscape [40][41].