在高等教育规模扩大而适龄人口不断下降的形势下,中国的高等院校面临着日益加剧的生源竞争,招生宣传作为高职院校招生工作的重要环节,其形式和手段的好坏将直接影响到学校招生工作的进展与成效。因此,高职院校有必要通过对招生宣传现状的调查分析、学生对招生宣传的反馈信息,了解学校招生宣传工作中存在的问题,为进一步开展卓有成效的招生宣传工作提供建议。 Under the circumstance of expanding higher education and a declining population of middle school age, institutions of higher learning in China are facing increasingly aggravating competition for students. Enrollment and publicity as an important part of enrollment for higher vocational colleges and universities will have a direct impact on the form and means of enrollment Progress and effectiveness of admission to school. Therefore, it is necessary for higher vocational colleges to provide feedback on further investigation and analysis of the status quo of enrollment and publicity, students’ feedback on enrollment and publicity, and understanding of the problems in the enrollment and publicity of schools.