适应电大远程教育的招生广告策略研究

A Study of Strategy of Enrollment Advertisement Adaptable to Distant Education in Radio & TV University

在电大招生宣传中,在明了受众特点的基础上,招生广告的策略点要突出"上门教育"概念,强调接受"高等教育"没有界限,做学习的主人,电大是"知识加油站"、终身的学习平台等。要明确目标市场与定位,在营销活动中要建立阶段目标,要注意运用媒体组合策略。

There are evident advantages and disadvantages in the education of Radio TV University with the great demand for education from the society.The opportunities for development and hard challenges coexist in the mode of distance education of RTVU.The strategy of enrolment advertisement should emphasize the notion of providing people with ＂door-to-door＂education,which stresses on the idea that there is no restriction for people to receive higher education,they should be the master of their learning,and they should consider RTVU as their service station and their lifelong learning platform.In the advertisement promotion,after deciding the target market and orientation,the periodical goals should be set up with the combination of media technology.