江西省高职院校新媒体招生宣传策略研究

发布时间：2018-05-30 22:17

本文选题：招生宣传 + 网络媒体选择　；参考：《江西财经大学》2017年硕士论文

【摘要】：为解决经济和就业问题的扩大,二十世纪末高等大中专院校开始扩大招生,二十一世纪后,高等教育院校迅猛发展,为中国培养了大量的高素质、高技能的专业人才,然而,随着高等院校的持续扩招,高职院校的生源形势严峻,招生难问题在高职院校普遍存在。一方面,高等大中专院校大量涌现,教育资源的倾斜,导致高职院校质量大打折扣口,使许多学生不愿上高职;其次,高职院校发展自身建设不够的同时,招生宣传策略和媒体选择的不当也使得高职院校招生难雪上加霜。随着互联网的高速发展,新媒体(网络媒体)逐渐被越来越多的高校重视起来,正在成为高校招生宣传新的窗口。新媒体应用方式的变化也要求招生管理人员必须选择恰当的新媒体,熟练掌握各新媒体的特性,做出合理有效的招生宣传网络媒体选择策略。由于招生宣传人员对新媒体特点和效果认知的局限性、对于学生群体的新媒体偏好了解不足导致招生宣传中出现目标模糊、有效性不足、选择的单一性、缺乏科学的网络媒体效果评估等问题,使得网络媒体选择凭着经验和宣传低廉与否为依据,造成投放成本的浪费。因此,基于宣传目标的准则下对各类新媒体的属性、优势进行了系统的整理,运用科学的评估和选择方法制定媒体的宣传策略是高职院校招生宣传的突围之道。本研究运用文献研究法对新媒体的研究现状进行了梳理和述评,运用描述分析探寻江西省高职院校招生宣传新媒体选择经验及存在的问题,并独辟视角,通过问卷调查对学生群体的网络行为习惯和媒体偏好进行深入分析,最终发现:(1)江西高职院校招生网络媒体选择存在校园招生网站设置不合理,缺乏美观与兼容;搜索引擎招生转化率低,缺乏网站优化策略;自媒体平台管理不规范,平台内容参差不齐;即时通讯工具有效使用度低,难为学生解决问题等问题。(2)学生网络媒体偏好主要分为“社交媒体群偏好”、“搜索媒体群偏好”两大类。基于此,本研究从学生网络媒体偏好视角,针对江西省高职院校新媒体招生宣传存在的问题,提出强化网站管理,优化校园招生网站群;制定网站优化策略,提升搜索引擎招生转化率;加强自媒体规范化管理,优化平台内容;提升社交工具公信力,为学生解决实际问题等建议。
[Abstract]:In order to solve the expansion of economic and employment problems, colleges and universities began to expand enrollment at the end of the twentieth century. After 21 century, higher education institutions developed rapidly, and trained a large number of high-quality and highly skilled professionals for China. However, With the continuous expansion of enrollment in colleges and universities, the situation of students in higher vocational colleges is grim, and the problem of recruiting students is common in higher vocational colleges. On the one hand, a large number of colleges and universities have emerged in large numbers, and the inclination of educational resources has led to a great discount to the quality of higher vocational colleges, which has made many students unwilling to enter higher vocational education. Secondly, while the development of vocational colleges and universities is not enough, their own construction is not enough. The improper selection of recruitment strategy and media also makes it more difficult for higher vocational colleges to recruit students. With the rapid development of Internet, more and more colleges and universities are paying more and more attention to new media (network media), which is becoming a new window to recruit students. The change of the new media application also requires the admissions managers to choose the appropriate new media, master the characteristics of the new media, and make a reasonable and effective strategy of recruiting and propagating the network media. Because of the limitation of the students' cognition of the characteristics and effects of the new media, the lack of understanding of the new media preference of the student group leads to the fuzziness of the goal, the lack of effectiveness and the singularity of the choice. The lack of scientific evaluation of network media results in a waste of cost due to experience and low publicity. Therefore, based on the criteria of propaganda objectives, the attributes and advantages of all kinds of new media are systematically sorted out, and it is the breakthrough way for higher vocational colleges to make the propaganda strategy of media by scientific evaluation and selection method. This research uses the literature research method to sort out and review the current situation of the new media research, uses the description analysis to explore the experience and the existing problems of the new media selection in Jiangxi higher vocational colleges and universities, and provides a unique angle of view. Through the questionnaire survey to the student group network behavior habit and the media preference carries on the thorough analysis, finally discovers that the Jiangxi higher vocational college enrollment network media choice exists the campus enrollment website setting unreasonable, lacks the beauty and the compatibility; Search engine enrollment conversion rate is low, lack of website optimization strategy; since the media platform management is not standardized, platform content is uneven, the effective use of instant messaging tools is low, It is difficult to solve problems for students. 2) students' network media preference is divided into two categories: "social media group preference" and "search media group preference". Based on this, this study from the perspective of students' network media preference, in view of Jiangxi vocational colleges new media recruitment publicity problems, proposed to strengthen the website management, optimize the campus enrollment website group; make website optimization strategy, Improve the conversion rate of search engine enrollment; strengthen the standardized management of self-media, optimize the platform content; enhance the credibility of social tools for students to solve practical problems and other suggestions.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G717.32

【参考文献】