宁波成教招生宣传状况的传播学视角分析——以宁波电大为例  

Analysis on Student-Recruiting Marketing of Adult Education in the Perspective of Communication in Ningbo

作　　者：林志标[1] 邬晶晶[1] 蒋玉兰[1] 李毅飞[1] 

机构地区：[1]宁波广播电视大学,浙江宁波315016

出　　处：《宁波广播电视大学学报》2009年第3期85-86,92,共3页Journal of Ningbo Radio & TV University

基　　金：2007年度宁波市社科院网络社会研究所课题<宁波电大成教招生宣传研究>(课题编号为:WL07-05)的成果

摘　　要：本文以宁波电大成教招生宣传情况个案为基点,以传播学为视角,从传播过程与效果、传播主体与对象、传播载体与形式等层面分析了当前宁波市成人教育培训机构在招生宣传中存在的问题,并提出成教招生宣传在新形势下需要加强受众分析,进行精准传播,提高传播效益;挖掘人际传播潜力,形成口碑效应;加强学校和传媒间的合作互动,提升学校品牌形象等策略.Based on student admission marketing of the adult education in Ningbo Radio and Tv University, this paper analyzes the problems in the student recruiting marketing in the adult education and Iraining institutions in Ningbo by looking at the dissemination process and effect of communication, at the subject and object of communication, and at the carrier and forms of communication. Then this paper proposes that in the new envrionment the student-recruiting marketing process should focus on analyzing the need of the audiences, provide the precise communication, improve the communication effects, increase the potential of interpersonal communication to create word-of-mouth effects and strengthen the cooperation and interaction between the schools and mass media to promote the school＇ s image.

关 键 词：成人教育 招生宣传 传播学 宁波电大 

分 类 号：G728.8[文化科学—成人教育学]