Strategy Of University Enrollment Publicity Under The New Circumstance

College enrollment publicity is an important part in the whole activity, which is alsoan primary method to organize and motivate the students to select universities andcompete with other colleges. Seeing the contradictory fact that a decline in the number ofthe admission via college entrance examination of Hubei Province in recent years iscompared with the increase in the admission rate of college enrollment plan, I’m going toresearch on the topic that how the Hubei college enrollment publicity strategy willfunction under the new circumstance, which is directly related to the sustainabledevelopment of higher education in our province in the future.Improvement in therelatively abundant students’ qualities is straightly related to the survival of universitiesand structure of talent training. Up to the closure of2013university admission, theproblems arose like how to strive for abundant and high-qualified examinees and how theuniversities take advantage of enrollment in each period make the presidents of collegesand examinees to reflect more. Independent recruitment descended to the battle for theenrollment, while higher vocational colleges are threatened by growing crises and thisphenomenon has been spread to the undergraduates colleges; the competition ofenrollment publicity runs disorderly and some higher vocational colleges are eveninvolved in fierce fight; that the universities or the ones of same grade all are followingsuit and comparing with the higher can be seen everywhere; the recruitment channels aretrying to grasping too much students, leading to the increased expenditure in collegeenrollment, meanwhile students and parents are troubled by excess information; theoverall publicity lacks of strategy, innovation and theoretical research. Facing the situationof drop in the enrollment the next decade, we have to summarize some theoretical resultsfrom practice to settle and research in accordance with the characteristics of universities ofeach grade. The further instruction to the enrollment publicity should be imperativelycarried out.Under the new situation, we begin the research from domestic recruitmentphenomenon in Hubei province, taking some universities as the case being studied, and considering the features of various colleges, and fully use questionnaire survey. Thus wecan sum up the key and difficult points in enrollment publicity and discuss about thetransmission mode of university enrollment publicity, comparatively analyzing andcomprehensively considering the applications, features, advantages and disadvantages ofpublicity media, trying to put forward constructive suggestions. On the method ofstrategies and research, we’ll strive to integrate literature research method, empiricalresearch method, questionnaire survey method and depth interview method andinterdisciplinary method together and make the settlement and analysis, positively graspthe existing results of enrollment publicity of our country which provides useful reference.This paper focuses on both the theoretical and practical results. Concentrating on internaland external causal analysis, starting from the inner mechanism organization of publicity,we can actively strengthen the integration strategy of media and the Internet under the newcircumstance. Construction of overall publicity strategy not only is helpful to explain andinstruct phenomenon occurred in the field of new higher education, but aid enrollmentpublicity to establish a set of systems which can be adapted to changes and demands in theexternal environment. According to its own characteristics, functioning well as the media,strengthening the use, application of the related strategy and further improving the qualityof enrollment student source, a long-term effective recruitment system could beestablished.