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本文采用访谈和问卷相结合的调查方法,对北京开放大学潜在生源进行了抽样调查,通过数据分析,探析潜在生源新媒体接触及使用习惯。调查结果发现,以微信为代表的新媒体形式在潜在生源中的影响力正在增强,结合北京开放大学教育产品与服务的特性,研究者认为学校应在对潜在生源新媒体接触及使用习惯进行分析与总结的基础上,重新调整招生宣传策略,与生源群体进行有效沟通,稳步拓展生源,维护好学校生存与发展的生命线。
In this paper, a sample survey of potential students in Beijing Open University is conducted by means of interviews and questionnaires. Through data analysis, the potential students’ new media exposure and habits are explored. The survey found that the influence of new forms of media represented by WeChat on potential students is on the rise. Combined with the characteristics of Beijing Open University’s educational products and services, researchers believe schools should analyze the potential exposure of new students and their habits of use On the basis of summarization, we should readjust the strategy of enrollment and publicity, communicate effectively with source groups, steadily expand students and safeguard the lifeline of school survival and development.