The Study Of College Enrollment Strategies

At this stage, the competition of students between universities is intensified, so propagation of university enrollmen gained unprecedented attention.From the communication point of view, colleges publicize themselves through interpersonal communication media, print media, and electronic media. Interpersonal communication medium is a face-to-face media, and the most traditional kind of media. Enrollment in colleges and universities, the interpersonal communication media has a direct, vivid, and other advantages, but also some disadvantages such as small spread. Universities also recruit students through print media, illustrations can play better publicity. China is quickly into the information society, network is the most important information indicator. Therefore, network has irreplaceable advantages in the University Enrollment publicity. Network communication is infinite, and so can break the geographic boundaries and time boundaries. Specifically, universities can propagate themselves through home pages, specialized recruitment information networks, portals, high school home pages. Especially their own home page has the advantages of authority, unity and convenience. In addition to the network, the university can also use television, radio, audio and video recording and other electronic media for publicity. Radio and television coverage very broad in china, and can simultaneously transmit voice and image signals, vivid comparable with interpersonal communication. However, the radio and television also have their own limitations, once completed can not watch again, so universities can make use of audio and video recordings to overcome this shortcoming. In addition to medias, colleges alo should propagate their admissions policies, software, hardware, campus life and other aspects of the candidates concerned.From the perspective of communication theories, College Enrollment should be adhering to the principle of the candidates-based priciple, the authenticity of principle, the principle of focusing on inside province, principles of sustainability, as well as specific principles. Firstly, the candidate is the life ,source, purpose and destination of College Enrollment, so admissions officers should establish the sense of service, basing on candidates, give candidates careful and objective recommendations. Secondly, the College Enrollment should also adhere to the principle of truthfulness, standing neutral position, give candidates realistic informations and recommendations. Driven by the interests of enrollment, colleges may lie and hide the real situation.They should avoid lobbying candidates. Thirdly, the college admissions should mainly based on the inside-province, outside of the province should be supplemented. One reason is that nearly half of the enrollment indicators is in the province, partly because students and parents more confidence on the province's universities. But in the long run, in order to create a good brand, colleges is inseparable from the support of other provinces. Fourthly, the university should do propaganda very time, like a daily In their daily routine . Meanwhile, in the golden age before the examination, colleges even should uphold the principles of sustainability, publicity repeatedly, in order to achieve the best effect. Finally, college enrollment should adhere to specific principles, such as the different students quality level, different students type, so that it can do more with less.The reason I emphasis on College Enrollment is that it has the important role in college enrollment, and even in the project of education in China. Firstly, it has a window function to College Enrollment. The windows is a bridge of information trasforamation, through it the candidates understanding universities. Meanwhile, college has interests between the the propaganda and the results, therefore they may distort the facts, make the "window" has some limitations. Secondly, the College Enrollment and also has a mirror function. Enrollment is a reflection "mirror" of the current national education policy and the education content, students and parents can understand the situation of education in China through the promotion. Finally, the College Enrollment and also has a guide function. On the one hand different promotional content will guide different values of the candidates. On the other hand, different promotional content will also affect the education values of the whole society, and even the personnel structure of the future.In order to understand the actual operation of College Enrollment deeply, I conducted a case-study in university L in Chengdu. The school building, teachers and students scale, the campus area, and other aspects of culture of L is representative in our country. Therefore, this study can bring the country's College Enrollment some inspiration. Overall, L's Enrollment uses the interpersonal communication media, print media, electronic media. Such as organizing on-site consultation, advertising on the portals, enrollment in several television and so on. At the same time I also extracted the publicity data in recent years, doing some evaluation through comparing the number of admissions and enrollment planning. To further examine the various publicity media, college entrance, I also conducted a survey of students. Questionnaire study focused on three aspects: how to know through their schools, how to get the specific knowledge of their schools, the most acceptable way of recruiting propaganda.Combing through the earlier theory, combined with empirical research, I made a careful analysison the Ls recruiting propaganda: With the rapid development of technology, interpersonal media declining, replaced by the rapid rise of network media;And while the print media remains a mainstay, but also have been weakened under the impact of the network; other electronic media, have a small but essential possession. In addition, the College Enrollment also need to pay special attention to reverse the imbalance between expectations and supply, and focus on improving the image of university itself, to create excellent brand, adhere to the rural differential treatment, combined with a variety of publicity.In order to improve the College Enrollment furtherly, we should also make some advices from a psychological point of view, apply psychological effects to the propaganda work. Admissions officers should use the primacy effect to grasp the first time of enrollment, use the recency effect to grasp the last chance, use the stereotypes effect to establish a good reputation. This can make recruiting propaganda more effective.