本文選題：招生宣傳 + 網(wǎng)絡(luò)媒體選擇　； 參考：《江西財(cái)經(jīng)大學(xué)》2017年碩士論文

【摘要】：為解決經(jīng)濟(jì)和就業(yè)問題的擴(kuò)大,二十世紀(jì)末高等大中專院校開始擴(kuò)大招生,二十一世紀(jì)后,高等教育院校迅猛發(fā)展,為中國(guó)培養(yǎng)了大量的高素質(zhì)、高技能的專業(yè)人才,然而,隨著高等院校的持續(xù)擴(kuò)招,高職院校的生源形勢(shì)嚴(yán)峻,招生難問題在高職院校普遍存在。一方面,高等大中專院校大量涌現(xiàn),教育資源的傾斜,導(dǎo)致高職院校質(zhì)量大打折扣口,使許多學(xué)生不愿上高職;其次,高職院校發(fā)展自身建設(shè)不夠的同時(shí),招生宣傳策略和媒體選擇的不當(dāng)也使得高職院校招生難雪上加霜。隨著互聯(lián)網(wǎng)的高速發(fā)展,新媒體(網(wǎng)絡(luò)媒體)逐漸被越來越多的高校重視起來,正在成為高校招生宣傳新的窗口。新媒體應(yīng)用方式的變化也要求招生管理人員必須選擇恰當(dāng)?shù)男旅襟w,熟練掌握各新媒體的特性,做出合理有效的招生宣傳網(wǎng)絡(luò)媒體選擇策略。由于招生宣傳人員對(duì)新媒體特點(diǎn)和效果認(rèn)知的局限性、對(duì)于學(xué)生群體的新媒體偏好了解不足導(dǎo)致招生宣傳中出現(xiàn)目標(biāo)模糊、有效性不足、選擇的單一性、缺乏科學(xué)的網(wǎng)絡(luò)媒體效果評(píng)估等問題,使得網(wǎng)絡(luò)媒體選擇憑著經(jīng)驗(yàn)和宣傳低廉與否為依據(jù),造成投放成本的浪費(fèi)。因此,基于宣傳目標(biāo)的準(zhǔn)則下對(duì)各類新媒體的屬性、優(yōu)勢(shì)進(jìn)行了系統(tǒng)的整理,運(yùn)用科學(xué)的評(píng)估和選擇方法制定媒體的宣傳策略是高職院校招生宣傳的突圍之道。本研究運(yùn)用文獻(xiàn)研究法對(duì)新媒體的研究現(xiàn)狀進(jìn)行了梳理和述評(píng),運(yùn)用描述分析探尋江西省高職院校招生宣傳新媒體選擇經(jīng)驗(yàn)及存在的問題,并獨(dú)辟視角,通過問卷調(diào)查對(duì)學(xué)生群體的網(wǎng)絡(luò)行為習(xí)慣和媒體偏好進(jìn)行深入分析,最終發(fā)現(xiàn):(1)江西高職院校招生網(wǎng)絡(luò)媒體選擇存在校園招生網(wǎng)站設(shè)置不合理,缺乏美觀與兼容;搜索引擎招生轉(zhuǎn)化率低,缺乏網(wǎng)站優(yōu)化策略;自媒體平臺(tái)管理不規(guī)范,平臺(tái)內(nèi)容參差不齊;即時(shí)通訊工具有效使用度低,難為學(xué)生解決問題等問題。(2)學(xué)生網(wǎng)絡(luò)媒體偏好主要分為“社交媒體群偏好”、“搜索媒體群偏好”兩大類�；诖�,本研究從學(xué)生網(wǎng)絡(luò)媒體偏好視角,針對(duì)江西省高職院校新媒體招生宣傳存在的問題,提出強(qiáng)化網(wǎng)站管理,優(yōu)化校園招生網(wǎng)站群;制定網(wǎng)站優(yōu)化策略,提升搜索引擎招生轉(zhuǎn)化率;加強(qiáng)自媒體規(guī)范化管理,優(yōu)化平臺(tái)內(nèi)容;提升社交工具公信力,為學(xué)生解決實(shí)際問題等建議。
[Abstract]:In order to solve the expansion of economic and employment problems, colleges and universities began to expand enrollment at the end of the twentieth century. After 21 century, higher education institutions developed rapidly, and trained a large number of high-quality and highly skilled professionals for China. However, With the continuous expansion of enrollment in colleges and universities, the situation of students in higher vocational colleges is grim, and the problem of recruiting students is common in higher vocational colleges. On the one hand, a large number of colleges and universities have emerged in large numbers, and the inclination of educational resources has led to a great discount to the quality of higher vocational colleges, which has made many students unwilling to enter higher vocational education. Secondly, while the development of vocational colleges and universities is not enough, their own construction is not enough. The improper selection of recruitment strategy and media also makes it more difficult for higher vocational colleges to recruit students. With the rapid development of Internet, more and more colleges and universities are paying more and more attention to new media (network media), which is becoming a new window to recruit students. The change of the new media application also requires the admissions managers to choose the appropriate new media, master the characteristics of the new media, and make a reasonable and effective strategy of recruiting and propagating the network media. Because of the limitation of the students' cognition of the characteristics and effects of the new media, the lack of understanding of the new media preference of the student group leads to the fuzziness of the goal, the lack of effectiveness and the singularity of the choice. The lack of scientific evaluation of network media results in a waste of cost due to experience and low publicity. Therefore, based on the criteria of propaganda objectives, the attributes and advantages of all kinds of new media are systematically sorted out, and it is the breakthrough way for higher vocational colleges to make the propaganda strategy of media by scientific evaluation and selection method. This research uses the literature research method to sort out and review the current situation of the new media research, uses the description analysis to explore the experience and the existing problems of the new media selection in Jiangxi higher vocational colleges and universities, and provides a unique angle of view. Through the questionnaire survey to the student group network behavior habit and the media preference carries on the thorough analysis, finally discovers that the Jiangxi higher vocational college enrollment network media choice exists the campus enrollment website setting unreasonable, lacks the beauty and the compatibility; Search engine enrollment conversion rate is low, lack of website optimization strategy; since the media platform management is not standardized, platform content is uneven, the effective use of instant messaging tools is low, It is difficult to solve problems for students. 2) students' network media preference is divided into two categories: "social media group preference" and "search media group preference". Based on this, this study from the perspective of students' network media preference, in view of Jiangxi vocational colleges new media recruitment publicity problems, proposed to strengthen the website management, optimize the campus enrollment website group; make website optimization strategy, Improve the conversion rate of search engine enrollment; strengthen the standardized management of self-media, optimize the platform content; enhance the credibility of social tools for students to solve practical problems and other suggestions.
【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G717.32

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