高职院校招生管理人员媒介应用研究

发布时间：2018-04-22 08:52

本文选题：高职院校 + 招生　；参考：《山东师范大学》2012年硕士论文

【摘要】：近年来，高校招生规模不断扩大，生源持续减少，面对如此困境，高职院校在加强自身建设，提升综合实力的同时，必须通过媒介将自身优势宣传推介出去，只有这样才能脱颖而出，获得考生青睐。随着信息的高速发展，媒介呈现多元化趋势，媒介应用方式也在不断的发生变革，这种变革对招生管理人员发布信息提出了更高的要求：即必须选择恰当的媒介，熟练应用媒介，熟练掌握媒介特性，发挥各种媒介的特长，总之招生管理人员需要具备较高的媒介素养。早年学术界致力于研究各行各业的媒介素养，但是对于高职院校招生管理人员的研究目前尚属空白。对此，本文对高职院校招生管理人员的媒介应用现状做调查研究，并提出以下研究问题：第一，高职院校招生管理人员的媒介选择倾向；第二，招生团队的人员配比对媒介应用的影响；第三，高职院校招生管理人员的媒介应用效果。通过对以上问题的研究，分析现状，挖掘不足，为高职院校招生管理人员有效应用媒介提出针对性意见和建议。本文针对不同研究问题设计了不同研究方法。第二章使用内容分析法，研究高职院校招生管理人员的媒介选择倾向和新媒体应用情况，分析其综合运用媒介发布信息的能力。第三章使用个案研究法，以山东省经济管理干部学院为例，分析招生团队的人员配比对高职院校招生管理人员的专业能力和媒介素养，及其媒介应用的影响。第四部分使用问卷调查法，对2011级新生发放调查问卷，从受众获取信息的角度，，研究高职院校招生管理人员利用媒介传播信息的效果。通过研究，本文得出如下结论： 1.在报纸媒介、电视媒介和网络媒介中，高职院校招生管理人员的媒介选择倾向为报纸媒介和网络媒介，电视媒介由于自身缺陷并不被招生管理人员看好，电视媒介的应用呈现逐年下降的趋势。网络媒介虽被招生管理人员广泛使用，但其应用功能主要以单一的高校官方网站为主，其它网络工具诸如搜索引擎、腾讯QQ和微博等也可用于招生领域，但并未引起招生管理人员的足够重视，与用户使用搜索引擎的频率以及腾讯QQ和微博的蓬勃发展相比，招生管理人员对网络媒介工具的应用意识相对滞后。 2.招生团队的年龄结构层次化、专业配比多元化、学历层次高端化，是提高招生部门整体媒介应用能力的手段。招生团队的媒介应用能力得到提升，媒介应用意识超前，即便是经费不足，也能有效利用媒介，达到预期效果。 3.考生中仅有少部分人关注过报纸媒介和电视媒介上的招考信息，大部分考生能够主动使用网络媒介获取各院校的招考信息。对报纸媒介的选择，高校热，考生冷，信息发布者和受众在媒介选择倾向上出现一定偏差。考生的诉求点主要集中在专业特色、就业前景和课程设置是否满足个人喜好等方面，只有少部分高职院校招生管理人员发布的招考信息能够覆盖考生的诉求点，而大部分院校不能满足，信息发布与信息诉求不对称。在网络媒介的使用上，虽然新型的网络互动方式如即时通讯工具、微博等深受考生欢迎，但鲜有招生管理人员将它们引入招生领域，传统电话咨询仍然占据主导地位，网络交流互动还未成为主流。针对高职院校招生管理人员媒介应用现状中存在的问题，本文在第五部分提出了应对策略和建设性意见，倡导招生管理人员提高媒介素养、提升媒介应用的效率、增强业务能力、树立正确的招考宣传理念、完善招生部门的人员配比。第六部分总结了本文的研究结果和存在的问题，并对下一步的研究提出若干论题。
[Abstract]:In recent years, the enrollment scale of colleges and universities has continued to expand and the source of students continue to decrease. In the face of such difficulties, higher vocational colleges must promote their own construction and enhance their comprehensive strength, while they must publicize their own advantages through the media. Only in this way can the college stand out and obtain the candidates. With the rapid development of information, the media present a pluralistic trend. The mode of media application is constantly changing. This kind of change has put forward higher requirements for the enrollment managers to publish information: it is necessary to select the appropriate media, apply the media skillfully, master the media characteristics and play the special medium of various media. In a word, the admissions managers need to have higher media literacy.
The academic circles in the early years are devoted to the research of media literacy in all walks of life, but it is still a blank for the research of admissions managers in higher vocational colleges. This paper makes a survey on the current situation of media application of admissions managers in higher vocational colleges, and puts forward the following research questions: first, the tendency of media selection of admissions managers in Higher Vocational Colleges Second, the influence of the personnel ratio of the admissions team on the media application; third, the effect of the media application of the admissions managers in higher vocational colleges. Through the study of the above problems, the analysis of the status quo, the lack of excavation, for the effective application of the media of Higher Vocational college admissions personnel to put forward pertinent opinions and suggestions.
In this paper, different research methods are designed for different research problems. The second chapter uses the content analysis method to study the media selection tendency and the application of new media in Higher Vocational College Admissions management. The third chapter uses the case study method to take the Shandong Provincial Economic Management Cadre College as an example. An analysis of the influence of the personnel ratio of the admissions team on the professional ability and media literacy of the admissions managers in Higher Vocational Colleges and its media application. The fourth part uses the questionnaire survey method to issue questionnaires to the 2011 freshmen. From the angle of obtaining information from the audience, this paper studies the effect of the use of media information by the enrollment managers of higher vocational colleges.
Through the study, this paper draws the following conclusions:
1. in the newspaper media, the TV media and the network media, the media selection of the admissions managers in higher vocational colleges is inclined to be the newspaper media and the network media. The TV media is not favored by the admissions managers because of their own defects. The application of the TV media has been declining year by year. The application functions mainly focus on the official website of a single university. Other network tools such as search engines, Tencent QQ and micro-blog can also be used in the enrolment field, but it does not attract the attention of admissions managers. Compared with the frequency of users' use of search engines and the booming development of Tencent QQ and micro-blog, admissions managers have network media. The application consciousness of the mediate tools is lagging behind.
2. the age structure of the admissions team, the diversification of professional proportions and the high end of the educational level are the means to improve the overall media application ability of the enrollment department. The media application ability of the enrollment team has been improved and the media application consciousness is advanced, even if the funds are insufficient, it can also effectively use the media to achieve the expected effect.
Only a few of the 3. candidates have paid attention to the information on the media and the media. Most of the candidates are able to use the network media to obtain the information of their recruitment. The selection of the media, the heat of the University, the candidates are cold, the information publisher and the audience have some deviations in the media selection. In the aspects of professional features, employment prospects and curriculum settings, only a few higher vocational college admissions information can cover the candidates' demands, but most colleges and universities can not meet, information release and information demand is asymmetrical. In the use of network media, the new network interacts with each other. Such as instant messaging tools, such as instant messaging, micro-blog, etc. are well received by candidates, but few admissions managers have introduced them to the field of enrollment. Traditional telephone consultations still dominate, and the interaction of network exchanges has not become the mainstream.
In view of the problems existing in the current situation of media application of admissions managers in higher vocational colleges, this paper puts forward the countermeasures and constructive suggestions in the fifth part, advocates the improvement of media literacy, the efficiency of media application, the enhancement of the business ability, the establishment of the correct concept of publicity and the perfection of the personnel ratio in the enrollment department.
The sixth part summarizes the research results and the existing problems, and puts forward some topics for further research.

【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G206

【参考文献】