应用型本科高校招生宣传工作优化研究

The Research on Optimizing the Enrolment Propaganda of Application-oriented Universities

应用型本科高校招生宣传工作关乎生源质量,对顺利完成招生计划,提高人才培养质量具有重要作用。当前应用型本科高校招生宣传工作无法满足考生和家长信息需求,定位不高,没有突出核心学科优势;大数据挖掘分析不充分,存在突击宣传;招生宣传团队单一,全员参与不够。应用型本科高校应以满足考生和家长信息需求为导向,利用大数据挖掘和分析,进行精准宣传和定制宣传;提高宣传定位,突出学校和学科特色;强化日常宣传,注重宣传的连续性;构建招生办为主导,全员参与的高质量招生宣传队伍,保障招生宣传工作的顺利推进。

The enrolment propaganda of application-oriented universities is related to the quality of students,and plays an important role in successfully completing the enrollment plan and improving the quality of talent training.At present,it can not satisfy the information need of the students and parents,and it doesn’t has core advantage with low poisoning. Big data exploration can’t supply sufficient analysis,so there isa surprise publicity. The enrollment promotion team is very single while the full staff participation is not enough. Application-oriented Universities should be oriented to satisfy the information need of the students and parents which will accurate publicity and customized publicity by using big data mining and analysis to improve the orientation of propaganda,and highlight the characteristics of universities and disciplines. It is to strengthen daily propaganda,and pay attention to the continuity of propaganda. To construct a high-quality recruitment publicity team with the admissions office as the leading,and full staff participation to ensure the progress of recruitment publicity work smoothly.