新形势下高职院校招生宣传有效策略探究——以安庆职业技术学院为例

Exploration on Effective Strategies of Enrollment Propaganda for Higher Vocational Colleges under the New Situation: Anqing Vocational & Technical College

新形势下高职院校招生面临生源不足、竞争激烈等问题,通过对安庆职业技术学院近两年新生的调研统计结果的分析,提出要运用品牌传播和整合营销理论,针对性地制定招生宣传有效策略,以全程化、全员化、专业化、信息化为基本原则制定高职院校品牌宣传整体规划,运用多种媒介,以就业工作为亮点,把好教学质量关,加强专业化招生队伍建设,强调学校专业优势和环境优势,针对考生心理和查询信息的习惯,多渠道、分阶段、分层次做好招生宣传工作。

Under the new situation, the enrollment of higher vo-cational colleges faces the problems of insufficient students andfierce competition. Based on the analysis of the survey results offreshmen in Anqing Vocational ＆ Technical College in recent twoyears, this paper proposes multi-channel, phased and layeredmeasures to carry out enrollment propaganda in accordance withcandidates＇ psychology and habit of information search, such asusing the theory of brand communication and integrated market-ing to formulate targeted and effective strategies of enrollmentpropaganda, formulating the overall planning of brand advertisingin higher vocational colleges with full-process, whole-people,specialization and information as the basic principles, ensuringthe quality of teaching, strengthening professional enrollmentteam building, and emphasizing specialty and environment ad-vantages of higher vocational colleges by usinga variety of mediaand with employment as the bright spot.