体验经济时代下高职院校招生宣传模式创新研究

Innovation Research on Recruitment Propaganda Model of Vocational Colleges in the Experience Economy Era

经济发展已经从商品经济到服务经济再到如今的体验经济,体验经济作为一种新型的经济形态,凭借其强大的经济力量和契合人性的运行内涵,已对各个行业的发展产生影响。在体验经济理论指导下对学生心理与需求变化进行分析,针对高职招生宣传中的学生感知体验、个性化需求和感受记忆等,把招生宣传与“6Es体验营销”模式相结合,从学生体验感受入手,办好开放日,架设沟通桥梁,突出独特性,构建信任,加强学生记忆,提高招生宣传效果。

Economic development has undergone from commodity economy to service economy,and now to experience economy. As a new economic form,the experience economy has had an effect on the development of various industries with its powerful economic force and operational connotation that is in accordance with human nature. Based on the author's experience in enrollment work,this paper analyzes the mentality and demand changes of candidates in vocational colleges in the experience economy era. At the same time,the combination between enrollment propaganda and "6Es experience selling" mode has been proposed according to the perception and experience of candidates in recruitment propaganda of vocational colleges. It should start with candidates' experience,in order to improve the effect of recruitment propaganda for vocational colleges.