生源紧张形势下高职院校招生宣传对策探究

The Study of Higher Vocational College Enrollment Publicity Countermeasure under the Situation of Student Shortage

学生是学校的主体,生源质量和数量是学校生存和发展的前提条件。尤其是高职院校,在高校持续扩招、生源紧张、竞争激烈的情况下,如何通过有效的招生宣传手段和模式使招生工作变被动为主动,既能实现招生预期目标,又能提高生源质量,优化学校专业结构,促进学校的快速发展是招生工作的关键。高职院校还需要通过建立一支专业过硬的招生队伍在实践中不断摸索和总结经验。

Students are the main body of school, the quality and number of students is the prerequisite of school survival and development.In cases of expanding enrollment of colleges and universities, shortage of students, and heated competition, it is the key that how to find the effective method and pattern of enrollment publicity. The publicity should make the enrollment work turn from passive to active, not only realize the enrollment anticipated target, but improve the quality of students,optimize the structure of major structure, and promote the rapid development of the school. Higher vocational colleges need to explore and summarize experience in practice constantly through the establishment of a professional enrollment team.