新设专业建设面临着比成熟专业更多的困难与挑战,有不少高校新设专业在办学过程中举步维艰,这与办学者最初的美好愿景大相径庭。天津中医药大学市场营销专业成立仅仅几年,便取得了令人瞩目的成就,现已成为天津市重点建设的市级品牌专业之一。本文主要对天津中医药大学市场营销专业品牌建设的成功经验进行了全面的分析与介绍,并就其借鉴意义进行了较为深入的概括。 The new professional construction faces more difficulties and challenges than the mature ones. Many new colleges and universities have struggled to run schools. This is quite different from the initial vision of running a school. Only a few years after its establishment, the marketing specialty of Tianjin University of Traditional Chinese Medicine has made remarkable achievements. Now it has become one of the municipal-level brand specialties that Tianjin has focused on. This article mainly analyzes and introduces the successful experience of marketing specialty brand building of Tianjin University of Traditional Chinese Medicine, and makes a deep summary of its reference significance.