高校招生宣传工作对策研究——基于“台湾大学杜鹃花节”的启示  

On the Countermeasures against the Publicity of Enrollment in Higher Schools——Based on the Enlightenment of “Azalea Flower Festival by Taiwai University”

作　　者：刘迁 肖科学 LIU Qian;XIAO Ke-xue(President's Office,Suzhou University of Science and Technology,Suzhou 215009,China)

机构地区：[1]苏州科技大学校长办公室,江苏苏州215009

出　　处：《遵义师范学院学报》2019年第1期111-114,共4页Journal of Zunyi Normal University

基　　金：江苏高校哲学社会科学研究项目"高校管理文化与校园文化建设的融合发展研究"(2017SJB1368)

摘　　要：近年来,在高校扩招、生源减少等因素的影响下,高校对生源争夺的竞争日趋激烈,而对其影响最为重大的高校招生宣传工作却面临不少困境,效果有限,亟待创新。"台湾大学杜鹃花节"开启了台湾各高等院校招生博览会的先河,影响广泛、效果显著,活动具有持续时间长、覆盖面广、参与方多、趣味性强等特点。这给大陆高校以启示,即可以在开展招生宣传时将宣传时间前置化,让参与对象广泛化,依托优势学科开展宣传凸显学校的亮点与特色,多渠道多方面整合资源抱团发展,增强互动,谋求共赢。In recent years,the competition between colleges is becoming increasingly fierce under the influence of enrolment-increase plan and the drop of undergraduate candidates,and the publicity influencing the enrolment most is confronted with many difficulties,which results in poor enrolment and needs innovation."Azalea Flower Festival by Taiwai University,the trailblazer in holding student recruitment expos,has produced remarkable effects.The events have the characteristics of long duration,wide coverage,many participants and strong interest."NTU Azalea Festival" offer some new ideas for the student recruitment of mainland colleges/universities as follows:.Mainland colleges can foreground the publicity time,make more people involved and rely on featured disciplines to show the highlights and characteristics of the colleges/universities.In addition,colleges/universities should integrate resources in many ways for common development,and achieve the aim of win-win.

关 键 词：台湾大学 杜鹃花节 高校招生 启示 

分 类 号：G473.2[文化科学—教育学]