关键词: 船政文化；汽车新媒体营销；课程思政；教学路径

Abstract: The article takes the course of Automotive New Media Marketing Technology as the research object, exploring the innovative path of integrating ship administration culture into professional course teaching. By analyzing the integration value of the spirit of independent technological innovation of "learning from foreigners and mastering skills to control foreigners" in shipbuilding culture and the new media marketing curriculum, a "three-level driving" teaching method is proposed. During the implementation of the course, basic knowledge of new media tools such as Weibo, social media, WeChat, and short videos is taught. A new media technology planning race is organized around the theme of shipping culture, and a practical teaching task of "car live streaming sales" is designed to complete the teaching tasks of this course. Teaching practice has shown that this teaching model can effectively enhance students' cultural identity and practical skills in new media marketing. This article aims to explore how to integrate shipbuilding culture into the practical teaching of professional courses, providing a replicable paradigm for cultural education in vocational education.

Key words: shipbuilding culture; auto new media marketing; ldeological-political education; teaching path