独立学院转设对生源质量的影响研究--基于大学声誉与多期DID的实证分析  

A Study on the Impact of the Transfer of Independent Colleges on the Enrollment Quality:An Empirical Research Based on University Reputation and Multi-stage DID

作　　者：王新萍 夏焰[1] WANG Xinping;XIA Yan(Institute of Higher Education,Anhui University,Hefei 230039,China)

机构地区：[1]安徽大学高等教育研究所,合肥230039

出　　处：《重庆高教研究》2025年第1期82-93,共12页Chongqing Higher Education Research

基　　金：国家社会科学基金一般项目“西部高等教育全面振兴的内生力研究”(20BGL238)。

摘　　要：大学声誉是高等学校在长期办学中给社会公众留下的综合印象,良好的大学声誉能够吸引更多优质生源。多年来,推进独立学院转设的工作进展并不顺利,学界对独立学院在与母体大学脱钩后导致的声誉损失,尤其转设是否会影响生源质量方面尚未有一致意见。基于此,借助独立学院转设这一“准自然实验”,以2009—2018年306所独立学院高考录取平均分的面板数据为基础,采用多期双重差分法,实证分析独立学院转设对生源质量的影响。研究发现:独立学院转设后录取平均分数显著降低,转设与录取平均分数的降低存在因果关系。机制分析表明,转设学校失去母体大学的“名校光环”,声誉受到损失进而导致生源质量下降。异质性分析表明,转设对文科录取平均分的降低影响强于理科;相较于母体大学为“一流学科”和“双非”高校的转设学校,转设对母体大学为“一流大学”的独立学院录取平均分的降低影响更大;所在地为“一线城市”的转设学校,其录取平均分下降幅度比在“二线城市”和“三线城市”的转设学校更大。在推动独立学院全面转设的政策背景下,转设学校应当把握时机,实现高质量发展,以重塑和提升大学声誉。在声誉管理方面,应加强校园文化建设和舆论引导,在转设过程中要与母体大学继续保持良好合作关系。在类型定位方面,应明晰学校发展目标定位,及时调整学科专业结构和人才培养结构,走高质量发展和特色发展道路。在区域布局方面,应制定详细的转设方案,权衡各种影响因素。同时,为优化办学成本和促进区域均衡发展,相关学校在转设时可考虑迁址办学。University reputation is the comprehensive impression left by the public in the long-term running of universities.Excellent university reputation can attract more high-quality students.Over the years,efforts to transfer independent colleges have not gone well.There is no consensus on the reputational damage caused by decoupling from the parent university,in particular whether the relocation would affect enrollment quality.With the“quasi-natural experiment”of the transfer of independent colleges,based on the panel data of the average college entrance examination scores of 306 independent colleges from 2009 to 2018,an empirical analysis was conducted on the impact of the transfer of independent colleges on student enrollment quality by using the multi-period double-difference method.The results show that the average admission score of independent colleges decreases significantly after the transfer,and there is a causal relationship between the transfer and the average admission score.The mechanism analysis shows that the transferred colleges lose the“elite college halo”of the parent universities,and the reputation is damaged,which leads to the decline of student quality.Heterogeneity analysis shows that the effect of transfer on the average score of liberal arts is stronger than that of science.Compared with the transferred colleges whose parent university is a“first-class discipline”and“non-Project 211/985”university,the transfer has a stronger effect on the average admission score of the independent colleges whose parent university is a“first-class university”.Transferred colleges located in“first tier cities”had a greater drop in average admission scores than transferred colleges in“second tier cities”and“third tier cities”.Under the policy background of promoting the comprehensive transfer of independent colleges,transferred colleges should seize the opportunity to achieve high-quality transfer in order to reshape and enhance the reputation of the university.In terms of reputatio

关 键 词：大学声誉 生源质量 独立学院 母体大学 校园文化 名校光环 

分 类 号：G647[文化科学—高等教育学]