省属高校自主招生宣传效果实证分析  

Empirical Analyses of the Effects of Provincial Universities' Autonomous Enrollment Propaganda

作　　者：任湘郴[1] 何志祥[1] 蒋阳飞[1] 熊立新[1] 

机构地区：[1]中南林业科技大学招生就业处,湖南长沙410004

出　　处：《中南林业科技大学学报（社会科学版）》2013年第4期148-151,共4页Journal of Central South University of Forestry & Technology（Social Sciences）

基　　金：湖南省教育考试院2010年度教育考试科研立项课题:"省属高校招生宣传工作绩效优化实证研究"(编号:XJKK10A224);湖南省教育科学"十二五"规划2012年度立项课题:"湖南省高校毕业生就业质量调查研究"(编号:XJK012QGD009)

摘　　要：招生宣传工作是高校发展中的重要基础性工作,针对省属高校自主招生宣传工作中存在的生源定位不清、成本高、效率低和覆盖面窄等问题,以湖南某省属高校2011年自主招生宣传为研究对象,分析了招生宣传与考生报名、生源地、城乡差别和生源中学之间的关系,统计了宣传手段的有效性,提出应该在宣传工作中结合传播、营销的理论,根据考生和家长的地域、心理特点有侧重地选择宣传手段,达到提高学校社会声誉、提高自主招生宣传效果,改善学校生源结构的目的。In view of the problems about provincial universities autonomous enrollment propaganda,such as unclear source localization,high cost,low efficiency and narrow coverage etc,targeted to Hunan provincial college enroll new students autonomously in 2011,the paper analyzes the relationship between the propaganda of enrollment and registration of candidates,source,the urban-rural students differences,and senior high schools.According to the statistic data of the propaganda means effective degree,the paper proposes that the propaganda should apply the communication and marketing theory,choose propaganda means according to the need of students and parents,geographical and psychological characteristics,so as to enhance the social reputation,improve the propaganda effect of autonomous enrollment,ameliorate the structure of student sources.

关 键 词：省属高校 自主招生 宣传 效果分析 

分 类 号：G647[文化科学—高等教育学]