高职院校成人教育招生广告的宣传策略与建议——以南通职业大学为例  

Suggestions on Publicity Strategies of Adult Students Enrollment Advertisement in Higher Vocational Institutions—— Taking Nantong Vocational University as an Example

作　　者：陆颢[1] 沈思远[1] 丛雨庭 

机构地区：[1]南通职业大学经济管理学院,江苏南通226007

出　　处：《南通职业大学学报》2016年第2期36-39,共4页Journal of Nantong Vocational University

基　　金：2014年度南通职业大学教学教改课题(1407302)

摘　　要：以南通职业大学成人大专学员为调查样本,结合数据统计与访谈,进行定量和定性研究,结果表明,对成人教育招生广告宣传而言,人际传播广告效果最佳、传统媒体广告效果日渐式微、新兴媒体受众面最广、校企合作宣传利于获取丰富生源、成人本科教育吸引力强。基于此提出高职院校成人招生广告宣传和成人教育内涵建设的若干建议,以期更好地在现代职业教育体系构建中提升高职院校成人教育的影响力。Taking the adult students in Nantong Vocational University as the investigation sample, the paper carries out the quantitative and qualitative research with SPSS and interviews, and draws the conclusion： in the advertising campaign of adult education enrollment, the advertising effect of personal communication is the best while that of traditional media is fading away; new media has more audience; school enterprise cooperation has broad prospects; and adult undergraduate education is in great demand. On this basis, the paper puts forward some suggestions of enrollment advertising and college development, so as to enhance the influence of adult education in vocational colleges in the construction of modern professional education system.

关 键 词：高职院校 成人教育 招生广告 广告效果 

分 类 号：G717.32[文化科学—职业技术教育学]