新高考背景下以专业为导向的精准招生对策研究

Study on the Countermeasures of Major-oriented Accurate Enrollment Under the Background of the New College Entrance Examination

新高考改革将专业的选择提升到学生报考志愿选择中的关键地位,为知名度不高的地方类高校招生宣传工作带来一定的挑战和机遇。该文分析了传统招生宣传方法的不足,从招生队伍、招生内容、宣传受众、宣传渠道和评价指标五个方面详细介绍了“精准化”招生宣传策略的具体对策,并以山东科技大学安全工程和环境工程专业为例,制订了“精准化”招生宣传策略的具体实施方案,对地方院校招生宣传体系的建立和生源质量的提升有一定的借鉴和指导意义,具有广泛的应用价值。

The reform of the new college entrance examination has raised the choice of major to the key position in the choice of students,which has brought certain challenges and opportunities to the enrollment publicity of lo-cal colleges and universities with low popularity.This paper analyzes the shortcomings of the traditional methods of enrollment publicity,and introduces the specific countermeasures of the accurate strategy of enrollment public-ity from five aspects:enrollment team,enrollment content,publicity audience,publicity channels and evaluation indicators.Taking the safety engineering and environmental engineering major of Shandong University of Science and Technology as an example,this paper formulates the specifie implementation scheme of the accurate strategy of enrollment publicity.It has a certain reference and guiding significance for the establishment of the enrollment publicity system and the improvement of the quality of students in local colleges and universities,and has a wide range of application value.