新媒体时代民航行业文化视域下高校招生宣传策略研究——以中国民航大学为例  

Research on University Enrollment Promotion Strategies in the Perspective of Civil Aviation Industry Culture in New Media Era——Taking Civil Aviation University of China as an Example

作　　者：程宇腾 邓嘉怡 华磊 于飞[1] 杨咏乐 王禹达 CHENG Yuteng;DENG Jiayi;HUA Lei;YU Fei;YANG Yongle;WANG Yuda(Civil Aviation University of China,Tianjin 300300,China)

机构地区：[1]中国民航大学,天津300300

出　　处：《民航学报》2024年第1期122-125,78,共5页Journal of Civil Aviation

基　　金：中国民航大学教育教学改革与研究项目“新高考改革背景下的我校可持续生源质量提升策略研究”(CAUC—2022—C2—074);2022年中国民航行业文化研究中心开放式基金课题(MHWH2022/28)。

摘　　要：新媒体时代的到来对于高校招生宣传工作无疑是一场前所未有的重大变革,中学师生等受众群体对于招生资讯的内容需求、获取方式与渠道等,也在随传播媒介、传播技术与手段的变化而发生改变。此时,依托大数据精准制订招生宣传策略,结合行业特色展示院校风貌更具战略意义。本文以中国民航大学及其所对应的民航行业文化为例,通过对历年录取新生问卷调查结果进行统计分析,基于大数据与民航行业文化的传播规律,探索民航行业院校招生宣传策略。The arrival of the new media era is undoubtedly an unprecedented major change for university enrollment publicity work.The needs of secondary school teachers,students and other audience groups for enrollment information contents,and their ways and channels of information acquisition are also changing with the change of media and communication technologies and means.At this time,relying on big data to accurately develop enrollment promotion strategies and displaying university images in combination with industry characteristics have more strategic significance.This paper takes the Civil Aviation University of China(CAUC)and its corresponding civil aviation industry culture as an example,and explores the enrollment publicity strategy of civil aviation industry colleges and universities based on big data and the communication law of the civil aviation industry culture by statistically analyzing the results of questionnaire surveys of freshmen admitted in past years.

关 键 词：招生宣传 民航行业文化 问卷调查 宣传策略 

分 类 号：G647[文化科学—高等教育学]