Abstract: To cultivate "morally and technically competent" higher vocational talents that meet the needs of automobile industry upgrading, this paper constructs an integration model based on Bourdieu's cultural capital theory and the uses and gratifications theory. Employing questionnaire survey and case analysis methods, the study explores effective paths for integrating traditional culture into online ideological and political education. The results reveal existing challenges such as singular integration forms, low professional relevance, and insufficient support from faculty and platforms. Three core paths are distilled: "building the foundation with a craftsmanship spirit, consolidating the base with an integrity culture, and empowering with an innovation culture." Empirical verification shows that these paths significantly enhance students' professional identity and substantially improve the level of professional ethics compliance. This research provides a replicable practical paradigm, reveals the transformation mechanism from traditional culture to professional competence, and facilitates the coordinated development of moral education and skill cultivation for talents against the backdrop of industry upgrading.

Key words: automobile industry upgrading; excellent traditional Chinese culture; online ideological and political education; higher vocational talent cultivation; path research

摘要： 为培养适配汽车产业升级的“德技并修”高职人才，基于布迪厄文化资本理论与使用 与满足理论构建融合模型，文章采用问卷调查法与案例分析法，探究传统文化融入网络思政的 实效性路径。结果显示，当前存在融入形式单一、专业契合度低、师资与平台支撑不足等困 境；提炼出“工匠精神筑基、诚信文化固本、创新文化赋能”三大核心路径，经实证验证， 可显著提升学生职业认同感，大幅提高职业伦理达标水平。研究提供了可复制的实践范式， 揭示了传统文化向职业素养的转化机制，助力产业升级背景下人才德育与技能协同发展。

关键词: 汽车产业升级；中华优秀传统文化；网络思政；高职人才培养；路径研究