生源竞争与高校招生宣传工作原则及策略研究

社会对高等教育期望值的提高、高等教育格局的悄然改变、高等教育规模的稳步扩大，必然会引起激烈的生源竞争。生源质量直接关系着学校的生存、前途和命运。加强招生宣传工作已为许多高校所重视。只有遵循若干原则和规则，合理运用各种策略，招生宣传工作才能有序有效。

Strategies and Principles of Competition for Student Resources and Enrollment Publicity

Increasing expecting value of society to advanced education and its changing format and increasing scale could inevitably cause a strong competition for resources of students. The duality of student resources would directly affect university'' s survival and future. Therefore, publicity for enrollment has been accentuated in many universities. Strictly obeying to certain rules and principles, and proper application of various strategies could guarantee an effective, orderly publicity for enrollment.