【摘要】：高校招生宣傳是招生工作中的重要環(huán)節(jié)，是組織、動員考生擇校的重要形式與各高校間展開競爭的重要手段，近年來面對湖北省普通高考招生生源日趨減少與高校招生計劃錄取率增加的矛盾，探析新形勢下的湖北高校招生宣傳策略，直接關(guān)系到普通高等教育未來的可持續(xù)發(fā)展。生源的滿足與質(zhì)量的提升，直接關(guān)系到高校的生存與人才培養(yǎng)結(jié)構(gòu)，如何爭取到豐富、高素質(zhì)考生，高校如何在各批次院校中占有生源優(yōu)勢，截止2013年全國高招錄取的結(jié)束，帶給高校與考生更多的反思。自主招生淪為搶生源的手段，高職院校危機(jī)四伏，現(xiàn)已蔓延至本科；宣傳處于無序競爭狀態(tài)，部分高職院校甚至出現(xiàn)生源的“惡戰(zhàn)”，高校或同批次院校出現(xiàn)跟風(fēng)、攀比現(xiàn)象比比皆是；招生渠道“貪大求全”，導(dǎo)致高校招生成本加劇，考生和家長被過量的信息困擾；總體缺乏策略與創(chuàng)新、理論研究，面對未來十年生源銳減的形勢，從實踐中總結(jié)出一定的理論成果，結(jié)合各批次院校的特點進(jìn)行梳理和研究，進(jìn)一步指導(dǎo)招生宣傳的實踐勢在必行。 新形勢下以全國在鄂招生現(xiàn)象出發(fā)，以單個代表性院校為案例考證，并充分考慮批次院校特點，綜合運用問卷調(diào)查等資料，總結(jié)出招生宣傳工作中的重點和難點，探討高校招生宣傳工作的模式，對高校招生宣傳媒介的應(yīng)用、特點、利弊進(jìn)行對比分析與綜合考量，從而提出建設(shè)性意見。在策略探析的方法上力爭將文獻(xiàn)研究法、實證研究法、問卷調(diào)查和深度訪談法及交叉學(xué)科法充分結(jié)合，，進(jìn)行整理、歸納和分析，積極把握有關(guān)我國高校招生宣傳的已有研究成果，為自己的研究提供了有價值的借鑒。本文注重理論和實踐雙重結(jié)果。注重內(nèi)外因果分析，從宣傳內(nèi)部機(jī)制建設(shè)入手，并積極加強(qiáng)與新聞媒介的整合策略，與新形勢下的網(wǎng)絡(luò)宣傳相結(jié)合，構(gòu)建新形勢下的整體宣傳策略，不僅有利于從理論上進(jìn)行解釋與指導(dǎo)，而且有助于招生宣傳工作建立一套能適應(yīng)當(dāng)前內(nèi)外部環(huán)境變化模式與需求，幫助其結(jié)合自身特點，發(fā)揮各媒介特性，加強(qiáng)宣傳策略的使用和應(yīng)用，進(jìn)一步提高招生生源的質(zhì)量，并建立成為一種長久有效的招生機(jī)制。
[Abstract]:College admissions publicity is an important link in enrollment work, is an important means to organize, mobilize candidates to choose an important form of school and compete with each other. In recent years, facing the contradiction between the decrease of enrollment sources and the increase of enrollment rate of colleges and universities in Hubei Province, the strategies of enrollment propaganda in Hubei colleges and universities under the new situation are directly related to the sustainable development of ordinary higher education in the future. The satisfaction of the source of students and the improvement of the quality are directly related to the survival and talent training structure of colleges and universities, how to strive for rich, high-quality candidates, how to occupy the advantages of students in all batches of colleges and universities, and the end of national high-level enrollment by 2013. Bring more reflection to college and examinee. Independent enrollment reduced to a means to rob the source of students, higher vocational colleges are at risk, now has spread to undergraduate; Propaganda is in a state of disorderly competition, some higher vocational colleges even appear the "vicious war" of students, colleges and universities or the same batch of colleges and universities appear to follow the trend, the phenomenon of comparison abound; The enrollment channel is "greedy for all", which leads to the aggravation of college enrollment cost, and the examinee and parents are troubled by excessive information; Overall lack of strategy and innovation, theoretical research, in the face of the sharp decline in the situation of students in the next decade, summed up from the practice of a certain theoretical results, combined with the characteristics of various batches of colleges and universities to sort out and research, It is imperative to further guide the practice of admissions propaganda. Under the new situation, starting from the national enrollment phenomenon in Hubei, taking a single representative college as a case study, and taking fully into account the characteristics of batch colleges and universities, comprehensive use of questionnaires and other materials, summed up the key and difficult points in the recruitment publicity work. This paper probes into the mode of college admissions propaganda, compares and analyzes the application, characteristics, advantages and disadvantages of college admissions propaganda media, and puts forward constructive suggestions. On the method of strategy analysis, the author tries to combine the methods of literature research, empirical research, questionnaire survey, in-depth interview and cross-disciplinary research to organize, summarize and analyze. In order to provide valuable reference for our research, we can grasp the existing research results of enrollment propaganda in colleges and universities of our country actively. This article pays attention to the double result of theory and practice. Pay attention to the internal and external causal analysis, start with the construction of the internal mechanism of propaganda, and actively strengthen the integration strategy with the news media, combine with the network propaganda under the new situation, and construct the overall propaganda strategy under the new situation. It is not only conducive to theoretical interpretation and guidance, but also conducive to the establishment of a set of modes and needs that can adapt to the changes in the current internal and external environment and help them to combine their own characteristics and give full play to the characteristics of various media. Strengthen the use and application of publicity strategies, further improve the quality of enrollment sources, and establish a long-term effective recruitment mechanism.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G647.32

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