本文通过因子分析发现,企业广告人才素质分四大因子,即创造性与责任、策划实施能力、企业经营管理素质、办公能力。由此提出企业广告人才培养要从四个方面着手:构建复合型人才培养体系、重视创造性思维和责任意识训练、增加行业经济知识、强化品牌知识。 This article through factor analysis found that the quality of corporate advertising talent is divided into four factors, namely creativity and responsibility, planning and implementation capabilities, business management quality, office capacity. Therefore, it is proposed that the cultivation of corporate advertising talent should start with four aspects: building a composite talent training system, attaching importance to training of creative thinking and responsibility awareness, increasing economic knowledge of the industry and strengthening brand knowledge.