發(fā)布時(shí)間：2018-04-22 08:52

  本文選題：高職院校 + 招生��； 參考：《山東師范大學(xué)》2012年碩士論文

【摘要】：近年來(lái)，高校招生規(guī)模不斷擴(kuò)大，生源持續(xù)減少，面對(duì)如此困境，高職院校在加強(qiáng)自身建設(shè)，提升綜合實(shí)力的同時(shí)，必須通過(guò)媒介將自身優(yōu)勢(shì)宣傳推介出去，只有這樣才能脫穎而出，獲得考生青睞。隨著信息的高速發(fā)展，媒介呈現(xiàn)多元化趨勢(shì)，媒介應(yīng)用方式也在不斷的發(fā)生變革，這種變革對(duì)招生管理人員發(fā)布信息提出了更高的要求：即必須選擇恰當(dāng)?shù)拿浇�，熟練�?yīng)用媒介，熟練掌握媒介特性，發(fā)揮各種媒介的特長(zhǎng)，總之招生管理人員需要具備較高的媒介素養(yǎng)。 早年學(xué)術(shù)界致力于研究各行各業(yè)的媒介素養(yǎng)，但是對(duì)于高職院校招生管理人員的研究目前尚屬空白。對(duì)此，本文對(duì)高職院校招生管理人員的媒介應(yīng)用現(xiàn)狀做調(diào)查研究，并提出以下研究問(wèn)題：第一，高職院校招生管理人員的媒介選擇傾向；第二，招生團(tuán)隊(duì)的人員配比對(duì)媒介應(yīng)用的影響；第三，高職院校招生管理人員的媒介應(yīng)用效果。通過(guò)對(duì)以上問(wèn)題的研究，分析現(xiàn)狀，挖掘不足，為高職院校招生管理人員有效應(yīng)用媒介提出針對(duì)性意見(jiàn)和建議。 本文針對(duì)不同研究問(wèn)題設(shè)計(jì)了不同研究方法。第二章使用內(nèi)容分析法，研究高職院校招生管理人員的媒介選擇傾向和新媒體應(yīng)用情況，分析其綜合運(yùn)用媒介發(fā)布信息的能力。第三章使用個(gè)案研究法，以山東省經(jīng)濟(jì)管理干部學(xué)院為例，分析招生團(tuán)隊(duì)的人員配比對(duì)高職院校招生管理人員的專(zhuān)業(yè)能力和媒介素養(yǎng)，及其媒介應(yīng)用的影響。第四部分使用問(wèn)卷調(diào)查法，對(duì)2011級(jí)新生發(fā)放調(diào)查問(wèn)卷，從受眾獲取信息的角度，，研究高職院校招生管理人員利用媒介傳播信息的效果。 通過(guò)研究，本文得出如下結(jié)論： 1.在報(bào)紙媒介、電視媒介和網(wǎng)絡(luò)媒介中，高職院校招生管理人員的媒介選擇傾向?yàn)閳?bào)紙媒介和網(wǎng)絡(luò)媒介，電視媒介由于自身缺陷并不被招生管理人員看好，電視媒介的應(yīng)用呈現(xiàn)逐年下降的趨勢(shì)。網(wǎng)絡(luò)媒介雖被招生管理人員廣泛使用，但其應(yīng)用功能主要以單一的高校官方網(wǎng)站為主，其它網(wǎng)絡(luò)工具諸如搜索引擎、騰訊QQ和微博等也可用于招生領(lǐng)域，但并未引起招生管理人員的足夠重視，與用戶使用搜索引擎的頻率以及騰訊QQ和微博的蓬勃發(fā)展相比，招生管理人員對(duì)網(wǎng)絡(luò)媒介工具的應(yīng)用意識(shí)相對(duì)滯后。 2.招生團(tuán)隊(duì)的年齡結(jié)構(gòu)層次化、專(zhuān)業(yè)配比多元化、學(xué)歷層次高端化，是提高招生部門(mén)整體媒介應(yīng)用能力的手段。招生團(tuán)隊(duì)的媒介應(yīng)用能力得到提升，媒介應(yīng)用意識(shí)超前，即便是經(jīng)費(fèi)不足，也能有效利用媒介，達(dá)到預(yù)期效果。 3.考生中僅有少部分人關(guān)注過(guò)報(bào)紙媒介和電視媒介上的招考信息，大部分考生能夠主動(dòng)使用網(wǎng)絡(luò)媒介獲取各院校的招考信息。對(duì)報(bào)紙媒介的選擇，高校熱，考生冷，信息發(fā)布者和受眾在媒介選擇傾向上出現(xiàn)一定偏差�？忌脑V求點(diǎn)主要集中在專(zhuān)業(yè)特色、就業(yè)前景和課程設(shè)置是否滿足個(gè)人喜好等方面，只有少部分高職院校招生管理人員發(fā)布的招考信息能夠覆蓋考生的訴求點(diǎn)，而大部分院校不能滿足，信息發(fā)布與信息訴求不對(duì)稱(chēng)。在網(wǎng)絡(luò)媒介的使用上，雖然新型的網(wǎng)絡(luò)互動(dòng)方式如即時(shí)通訊工具、微博等深受考生歡迎，但鮮有招生管理人員將它們引入招生領(lǐng)域，傳統(tǒng)電話咨詢?nèi)匀徽紦?jù)主導(dǎo)地位，網(wǎng)絡(luò)交流互動(dòng)還未成為主流。 針對(duì)高職院校招生管理人員媒介應(yīng)用現(xiàn)狀中存在的問(wèn)題，本文在第五部分提出了應(yīng)對(duì)策略和建設(shè)性意見(jiàn)，倡導(dǎo)招生管理人員提高媒介素養(yǎng)、提升媒介應(yīng)用的效率、增強(qiáng)業(yè)務(wù)能力、樹(shù)立正確的招考宣傳理念、完善招生部門(mén)的人員配比。 第六部分總結(jié)了本文的研究結(jié)果和存在的問(wèn)題，并對(duì)下一步的研究提出若干論題。
[Abstract]:In recent years, the enrollment scale of colleges and universities has continued to expand and the source of students continue to decrease. In the face of such difficulties, higher vocational colleges must promote their own construction and enhance their comprehensive strength, while they must publicize their own advantages through the media. Only in this way can the college stand out and obtain the candidates. With the rapid development of information, the media present a pluralistic trend. The mode of media application is constantly changing. This kind of change has put forward higher requirements for the enrollment managers to publish information: it is necessary to select the appropriate media, apply the media skillfully, master the media characteristics and play the special medium of various media. In a word, the admissions managers need to have higher media literacy.
The academic circles in the early years are devoted to the research of media literacy in all walks of life, but it is still a blank for the research of admissions managers in higher vocational colleges. This paper makes a survey on the current situation of media application of admissions managers in higher vocational colleges, and puts forward the following research questions: first, the tendency of media selection of admissions managers in Higher Vocational Colleges Second, the influence of the personnel ratio of the admissions team on the media application; third, the effect of the media application of the admissions managers in higher vocational colleges. Through the study of the above problems, the analysis of the status quo, the lack of excavation, for the effective application of the media of Higher Vocational college admissions personnel to put forward pertinent opinions and suggestions.
In this paper, different research methods are designed for different research problems. The second chapter uses the content analysis method to study the media selection tendency and the application of new media in Higher Vocational College Admissions management. The third chapter uses the case study method to take the Shandong Provincial Economic Management Cadre College as an example. An analysis of the influence of the personnel ratio of the admissions team on the professional ability and media literacy of the admissions managers in Higher Vocational Colleges and its media application. The fourth part uses the questionnaire survey method to issue questionnaires to the 2011 freshmen. From the angle of obtaining information from the audience, this paper studies the effect of the use of media information by the enrollment managers of higher vocational colleges.
Through the study, this paper draws the following conclusions:
1. in the newspaper media, the TV media and the network media, the media selection of the admissions managers in higher vocational colleges is inclined to be the newspaper media and the network media. The TV media is not favored by the admissions managers because of their own defects. The application of the TV media has been declining year by year. The application functions mainly focus on the official website of a single university. Other network tools such as search engines, Tencent QQ and micro-blog can also be used in the enrolment field, but it does not attract the attention of admissions managers. Compared with the frequency of users' use of search engines and the booming development of Tencent QQ and micro-blog, admissions managers have network media. The application consciousness of the mediate tools is lagging behind.
2. the age structure of the admissions team, the diversification of professional proportions and the high end of the educational level are the means to improve the overall media application ability of the enrollment department. The media application ability of the enrollment team has been improved and the media application consciousness is advanced, even if the funds are insufficient, it can also effectively use the media to achieve the expected effect.
Only a few of the 3. candidates have paid attention to the information on the media and the media. Most of the candidates are able to use the network media to obtain the information of their recruitment. The selection of the media, the heat of the University, the candidates are cold, the information publisher and the audience have some deviations in the media selection. In the aspects of professional features, employment prospects and curriculum settings, only a few higher vocational college admissions information can cover the candidates' demands, but most colleges and universities can not meet, information release and information demand is asymmetrical. In the use of network media, the new network interacts with each other. Such as instant messaging tools, such as instant messaging, micro-blog, etc. are well received by candidates, but few admissions managers have introduced them to the field of enrollment. Traditional telephone consultations still dominate, and the interaction of network exchanges has not become the mainstream.
In view of the problems existing in the current situation of media application of admissions managers in higher vocational colleges, this paper puts forward the countermeasures and constructive suggestions in the fifth part, advocates the improvement of media literacy, the efficiency of media application, the enhancement of the business ability, the establishment of the correct concept of publicity and the perfection of the personnel ratio in the enrollment department.
The sixth part summarizes the research results and the existing problems, and puts forward some topics for further research.

【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：G206

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