新高考改革背景下考生择校行为可视化分析——以M大学为例

Visual Analysis of Students’School Choice Behavior under the Background of the New College Entrance Examination Reform:Taking M University as an Example

新高考改革倒逼高校更加关注“用户需求”。通过采集某师范大学新生数据构建可视化模型,发现存在三类特征差异较为明显的新生“典型画像”。基于画像,可以制定不同群体的精准招生宣传措施并提供不同阶段的个性化服务。根据细分市场提供精准信息服务成为研究热点和行业共识。精准服务的前提是对细分市场用户群体特征的分析,把握潜在目标群体的择校动机,较好地回答“向谁宣传”“宣传什么”的问题。研究的创新在于探索根据新高考改革背景下择校行为的理论研究制定具体校本招生宣传政策的数据分析方法。

The new college entrance examination reform has forced universities to pay more attention to“users’needs”.By collecting the data of the freshmen in a normal university,this study builds a visual model and finds that there are three kinds of“typical portraits”of freshmen with obvious differences in characteristics.Based on the“portraits”,we can formulate accurate recruitment and publicity measures for different groups and provide personalized services at different stages.To provide accurate information services according to the characteristics of the users has become a research hot subject and a consensus of the industry.The premise of accurate service is to analyze the characteristics of user groups in the market segments,grasp the motivation of school choice of the potential target groups,and better answer the questions of“who to publicize”and“what to publicize”.The innovation of the research lies in exploring the data analysis method for formulating specific school-based enrollment publicity policies based on the theoretical research on school choice behavior under the background of the new college entrance examination reform.