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

摘要： 文章以汽车新媒体营销技术课程为研究对象，探索船政文化融入专业课教学的创新路 径。通过分析船政文化中“师夷长技以制夷”的技术自主创新精神与新媒体营销课程的融合 价值，提出“三阶驱动”教学法。课程实施过程中，通过讲授微博、社群、微信、短视频等 新媒体工具的基础知识，组织开展围绕船政文化为主题的新媒体技术策划比赛，设计“汽车 直播带货”实操教学任务，完成本课程的教学任务。教学实践表明，该教学模式能有效提升 学生的文化认同感与新媒体营销实战能力。文章旨在探讨如何将船政文化融入专业课程教学 实践层面，为职业教育中的文化育人提供可复制的范式。

关键词: 船政文化；汽车新媒体营销；课程思政；教学路径