中职教育宣传策略调查分析

Investigation on Publicity Strategy of Secondary Vocational Education

对303名家长的调查表明,不同了解渠道对家长判别中职教育具有影响。教师为主渠道,但其积极作用尚未显现;媒体渠道使得家长的评价相对更高,但亲朋好友和街坊邻居对负面评价的影响更大;以前没有听说过中职教育的家长负面评价更多;家长评价也存在性别差异。建议各级各类教育对学生开展体验式的职业教育宣传,针对家长性别采取有针对性的宣传策略,扩大宣传的受众对象,因地制宜发挥各渠道的宣传价值;调整教师的宣讲内容,加大力量宣传企业对中职人才培养的质量和价值。

Results based on questionnaire investigation of 303 parents showed that different channels of getting to know secondary vocational education （SVE） resulted in different understanding of secondary vocational education. 60% parents got to know secondary vocational education from teachers, but this channel didn’t bring in active and positive knowledge of SVE. Those who made media as their channels had a comparative higher assessment of SVE. Parents with friends, relatives and neighbors as channels were likely to make negative assessment of SVE. Those parents who heard of SVE for the first time had more negative assessments than other parents. What’s more, fathers and mothers had different assessments and knowledge. The suggestions are the following： students receive experiential vocational education so that they can have chances to know what kind of job they like; specific pertinent gender publicity strategies should be taken when facing fathers and mothers; publicity audience should be enlarged to all parents; teachers’ publicity contents should be modified; much has to be done to publicize the quality and value of the cooperation between schools and enterprises.