Research On The Enrollment Publicity Strategy Of Industirl College Based On The IAD Framework

As our country enters the stage of advanced education,the scale of the university's enrollment has expanded rapidly,and how to get more and more quality raw sources is a problem that needs to be solved in the new world.Enrollment propaganda as a directly means of attracting high quality students in universities,is one of the most important part in the admissions link,its propaganda utility directly related to the future development of higher education,universities also in constant exploration and search for more efficient recruitment marketing model.In September 2014,the release of “the State Council on the examination of the reform of the examination system”,announced the opening of the reform of the college entrance exam,and the reform of the admissions system has brought new challenges to the university's admissions process,and in particular,the introduction of a parallel volunteer approach to admissions,which has increased the rate of admission,and has bring more stressful challenges to universities,especially for industrial universities,and this is mainly reflected in the increasingly serious homogenization of students and the obvious inter-school difference in enrollment of students,which is not conducive to the cultivation of top innovative talents in higher education and also against the guidance of China's "double first-class" construction.Therefore,to build interest oriented independent professional choice model is very necessary,and enrollment propaganda as a bond should play a very important role in this environment.To respond to the realistic demands of the admission quality of industrial universities and the theoretical appeal of deepening the research of admissions publicity.This article introduces the Institutional Analysis and Development framework(IAD)of Ostrom,taking admissions reform and policy adjustment as external variables of admissions publicity behavior,taking admissions publicity as the interaction between industrial universities and candidate students in Action Situations.This article argue the industrial universities to improve the application strategy in the admissions publicity based on the analysis of the behavior selection structure,the interactions and outcomes of the two different subjects,and gradually improve the comprehensive publicity system with both micro and macro elements,thus improve the effectiveness of admissions publicity.This research following the logic of "framework construction--status analysis--external factors--behavioral logic analysis--countermeasures and Suggestions",analyzing the position and crisis of China's industrial universities in the admissions market under the background of the reform of the recruitment system,and comprehensively analyzes the problems in the enrollment propaganda of industrial universities from the static and dynamic levels,and then puts forward suggestions and countermeasures.First of all,introduce the core concepts of marketing research and discusses the basic theory,defines the meaning of industrial universities,higher education marketing and enrollment propaganda,then clarify the theory of the Institutional Analysis and Development framework clearly,thus to build a thesis research point.Secondly,based on the analytical model of the Institutional Analysis and Development framework,construct the theoretical framework of the marketing research,and clarify its constituent elements and mode of action from the external variables and action situation,to build enrollment propaganda framework,lay the foundation for subsequent analysis.Thirdly,interviews and surveys were used to analyze the current implementation status of recruitment marketing of H university.The study found that there are still many common problems in the utility results of industrial universities,such as the imbalance of students' structure,and the inadequacy of advantages showing in enrollment propaganda.Thus,put the enrollment propaganda process of industrial universities in the Institutional Analysis and Development framework,which found not only by the university type and the constraints of social misunderstanding,as well as by the implementation of the test system reform and the role of students market shift,also limited to defects of the operation mechanism of internal marketing of universities,limit the effectiveness of the marketing of industrial college to recruit students.Finally,this study on the basis of theoretical discussion and case analysis,according to the development of industrial universities,and think that our country industrial college enrollment propaganda should not only cultivate and self-restraint external body environment,and the internal operation mechanism should be more scientific and perfect,and proposes the countermeasures and suggestions of industrial universities enrollment propaganda model based on different types of student.