促销理论在高校招生宣传中的应用

The Application of the Sales Promotion Theory to the University Students-Enrollment Propaganda

高校招生宣传是招生录取工作的第一环节,在很大程度上决定了高校招生工作成功与否。在当今各校生源竞争日趋激烈的情况下,招生宣传显示出其在招生工作中的重要地位。文章分析了我国高校招生宣传工作的重要性和现状,借鉴企业市场促销理论,从招生宣传策划管理、宣传工具和方式选择以及招生宣传队伍建设等方面,对提高我国高校招生宣传工作水平提出了相应的建议。

The propaganda is the first chain in the process of university students - recruiting. So it is crucial to the success of university students - recruiting task especially in the situation of fierce competition. This dissertation analyzes the importance and situation of propaganda according to the sales promotion theory and puts forwards corresponding suggestions about the propaganda scheme, the media choice and the personality training.