高教改革视野下招生宣传绩效评价与解读  

Performance Evaluation and Interpretation of Universities' Enrollment Propaganda in the View of Higher Education Reform

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

出　　处：《大学教育科学》2013年第6期44-47,共4页University Education Science

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"(XJKK10A224)

摘　　要：高等教育改革视野下,针对招生宣传绩效评价指标不清晰、评价模型难建立、效果影响因素不明确的问题,依据模糊数学评价的基本原理,基于招生宣传数据,确定了四个基本评价指标:招生宣传成本、信息知晓率、招生计划完成率和生源质量提升率;对指标进行了归一化处理,确定了各指标的权重;基于拓展的最小二乘方优化准则和层次分析法构建了高校招生宣传模糊评价模型;基于主成份分析方法研究了影响招生宣传效果的主要因素;对实例进行了评价和分析。结果表明:构建的模型可有效定量评价招生宣传,明确四大类影响宣传效果的主要因素,可为高校招生宣传分析和评价提供一种指标明确的方法,也为高校招生改革提供了一种新思路。In view of higher education reform, against the problems of fuzziness in evaluation indexes, difficulty in evaluation model establishment and ambiguity in influencing factors during the universities＇ enrollment propaganda, based on the principle of fuzzy mathematical evaluation and the data about recruitment publicity, this paper determined four basic evaluation indexes： costs of enrollment propaganda, awareness rate of information, completion rate of enrollment plan and upgrade rate of students＇ quality. The four indicators were normalized, their respective weight was determined, and a fuzzy evaluation model was proposed based on the extending least-squares optimization criteria and analytic hierarchy process. The practical application shows that the model can effectively evaluate the effect of enrollment propaganda quantitatively, offer a method with clear indicators for the evaluation and interpretation of universities＇ enrollment propaganda and provide a new idea for of college enrollment reform.

关 键 词：高校招生 宣传绩效 模糊评价 实证分析 

分 类 号：G647[文化科学—高等教育学]