融媒体矩阵在高校招生宣传中的路径探索  

Exploration of Integrated Media Matrix in College Enrollment Marketing

作　　者：刘欣 张向民[1] 王延青[1] Liu Xin;Zhang Xiangmin;Wang Yanqing(Taishan Vocational College of Nursing,Tai'an,Shandong 271000,China)

机构地区：[1]泰山护理职业学院,山东泰安271000

出　　处：《湖北招生考试》2024年第6期8-12,共5页Enrollment and Examination in Hubei

基　　金：泰安市科技创新发展项目(政策引导类)立项项目(课题编号:2022ZC417)的研究成果

摘　　要：“互联网+”背景下,新旧媒体深度融合,形成融媒体新形式,融媒体技术的迅速发展为高校招生宣传带来了新的机遇,也带来了巨大的挑战。从融媒体时代高校招生宣传的现状入手,针对目前存在的问题,结合实际情况,指出新时代高校在融媒体矩阵下开展招生宣传工作的必要性,探讨如何发挥融媒体矩阵的优势作用,以提高高校招生宣传效果,更好推动招生宣传工作开展。With the advancement of“Internet plus”,the integrated media has emerged from the mix and fusion of the new and old media.Then,with the rapid development of the integrated media,the enrollment marketing work in colleges and universities has gained both prosperous opportunities and adverse challenges.This article,starting from the current situation of college enrollment marketing in the era of integrated media,firstly points out the necessity of college enrollment marketing under the background of integrated media matrix,and then explores how to make good use of the advantag⁃es of the integrated media matrix to improve the college enrollment marketing work.

关 键 词：融媒体矩阵 招生宣传 新媒体 

分 类 号：G40[文化科学—教育学原理]