高教改革视野下招生宣传绩效评价与解读

发布时间：2018-06-29 22:30

本文选题：高校招生 + 宣传绩效　；参考：《大学教育科学》2013年06期

【摘要】：高等教育改革视野下,针对招生宣传绩效评价指标不清晰、评价模型难建立、效果影响因素不明确的问题,依据模糊数学评价的基本原理,基于招生宣传数据,确定了四个基本评价指标:招生宣传成本、信息知晓率、招生计划完成率和生源质量提升率;对指标进行了归一化处理,确定了各指标的权重;基于拓展的最小二乘方优化准则和层次分析法构建了高校招生宣传模糊评价模型;基于主成份分析方法研究了影响招生宣传效果的主要因素;对实例进行了评价和分析。结果表明:构建的模型可有效定量评价招生宣传,明确四大类影响宣传效果的主要因素,可为高校招生宣传分析和评价提供一种指标明确的方法,也为高校招生改革提供了一种新思路。
[Abstract]:In view of the reform of higher education, aiming at the problems that the performance evaluation index of enrollment propaganda is not clear, the evaluation model is difficult to be established, and the effect factors are not clear, according to the basic principle of fuzzy mathematics evaluation, based on the enrollment propaganda data, Four basic evaluation indexes are determined: the cost of enrollment publicity, the rate of information awareness, the completion rate of enrollment plan and the rate of improving the quality of students, and the normalization of the indicators and the weight of each index are determined. The fuzzy evaluation model of college enrollment propaganda is constructed based on the extended least square optimization criterion and analytic hierarchy process; the main factors influencing the effect of enrollment propaganda are studied based on principal component analysis; and the examples are evaluated and analyzed. The results show that the model can effectively and quantitatively evaluate the enrollment publicity, clarify the main factors that affect the publicity effect of the four categories, and provide a clear index method for the analysis and evaluation of college enrollment propaganda. It also provides a new way of thinking for college enrollment reform.
【作者单位】：中南林业科技大学;
【基金】：湖南省教育考试院2010年度教育考试科研立项课题“省属高校招生宣传工作绩效优化实证研究”(XJKK10A224)
【分类号】：G647.3

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