随着我国高等教育质量和规模的不断提升、各大学综合实力的不断进步， 以及境外高校面向中国大陆地区招生的逐步放开，适龄受教育人群可选择的求学 渠道日益增多，教育机构间的竞争也日益激烈。在此背景下，如何通过不断创新 招生方法、招生手段、招生策略以争夺优质生源，成为了国内各高校经营工作的 重心之一。A大学是吉林省省属重点高校，历史悠久、学科特色突出、师资力量 雄厚、办学质量颇高。近年来该校在本科招生工作创新方面做出了很多尝试和努 力，但由于缺乏先进理念以及科学系统的管理规划和实施，招生工作绩效表现仍 然一般，生源质量始终未能发生质的突破。 受市场营销理论在非营利组织广泛扩散应用并取得良好效果的启发和鼓舞， 本文尝试将现代营销管理理论应用于A大学本科招生工作实践，基于营销理论的 基本逻辑框架，尤其是促销管理领域的促销组合理论和5W传播模型，结合深度 访谈和问卷调查手段所获得的一手欧亿·体育（中国）有限公司，对A大学招生推广策略的现状和问题进 行系统梳理和分析，并借助营销环境分析理论框架，对影响和制约A大学招生工 作的主要宏观、微观层面的环境要素进行了全面扫描。在上述研究基础上，最终 对A大学本科招生推广策略进行了优化设计。优化主要涉及：在经营理念层面上 基于现代营销观念的A大学招生工作观念优化；在核心营销战略层面上的STP 战略（目标市场营销战略）优化；以及在上述理念和战略指导下的，最重要的招 生推广策略层面的优化。为确保设计的系统性、周全性，策略优化分别从促销组 合以及5W传播模型两个不同的视角展开，两者相互补充、相互支撑。最后，从 组织、制度、资源等方面提出了招生推广策略优化的保障措施。 关键词：高校招生 促销管理 促销组合策略 “5W”模型 II Abstract With the continuous improvement of the comprehensive strength of higher education in China and the gradual opening up of overseas colleges and universities to recruit students from mainland China, the age-appropriate educated population has more and more choices of education channels, and competition among educational institutions is becoming increasingly fierce. In this context, how to compete for high-quality students through continuous innovation of enrollment methods, means and strategies has become one of the focuses of domestic university management. A University is a provincial key university in Jilin Province with a long history, outstanding disciplinary characteristics, strong faculty, and high school quality. In recent years, the university has made many attempts and efforts in the innovation of undergraduate enrollment work, but due to the lack of advanced concepts and scientific system management planning and implementation, the performance of enrollment work is still unsatisfactory, and the quality of students has never been qualitative. Inspired by the widespread application of marketing theory in non-profit organizations and achieving good results, this article attempts to apply modern marketing management theory to the undergraduate admissions practice of A University. Based on the basic logical framework of marketing theory, especially the promotion mix theory and 5W communication model in the field of promotion management, combined with the first-hand information obtained through in-depth interviews and questionnaire survey, this paper systematically combs and analyzes the current situation and problems of admission promotion strategy of A University. Meanwhile, with the help of the theoretical framework of marketing environment analysis, a comprehensive scan of the main macro- and micro-level environmental factors that affect and restrict A’s admissions work is conducted. On the basis of the above research, the author optimizes the strategy of A university’s undergraduate enrollment promotion. The optimization mainly involves: III the optimization of a university’s enrollment concept based on modern marketing concept at the level of business philosophy; the optimization of STP strategy (target marketing strategy) at the level of core marketing strategy; and the optimization of the most important enrollment promotion strategy under the guidance of the above concepts and strategies. In order to ensure the systematic and comprehensive design, the strategy optimization is carried out from two different perspectives: promotion combination and 5W communication model, which complement and support each other. Finally, the guarantee measures for the optimization of the enrollment promotion strategy are proposed from the aspects of organization, system, resources, etc. Key Words : College admissions Marketing Promotional portfolio strategy "5W" model 目 录 第1章 绪论.............................................. 1 1.1 研究背景和研究意义 ................................. 1 1.1.1 研究背景 ....................................... 1 1.1.2 研究意义 ....................................... 2 1.2 研究内容和研究方法 ................................. 3 1.2.1 研究内容 ....................................... 3 1.2.2 研究方法 ....................................... 3 第2章 相关基础理论及研究文献综述 ....................... 5 2.1 相关基础理论回顾 ................................... 5 2.1.1 促销组合策略 ................................... 5 2.1.2 市场营销环境 ................................... 6 2.1.3 营销观念 ....................................... 7 2.1.4 目标市场营销（STP）战略 ........................ 7 2.1.5 促销管理的“5W”传播模型 ....................... 8 2.2 相关研究文献综述 ................................... 8 2.2.1 大学招生宣传相关研究 ........................... 8 2.2.2 大学招生宣传策略相关研究 ....................... 9 第3章 A大学本科招生推广策略现状及问题分析 ............. 10 3.1 A大学及其本科招生相关概况介绍 .................... 10 3.1.1 A大学总体概况................................. 10 3.1.2 A大学本科招生情况概要 ........................ 10 3.1.3 A大学学生就业情况分析 ........................ 11 3.2 A大学本科招生推广工作现状及高校择校行为调研 ...... 13 3.2.1 调研设计 ...................................... 13 3.2.2 调研实施 ...................................... 14 3.3 A大学本科招生推广策略现状和问题分析 .............. 15 3.3.1 A大学本科招生工作和推广策略现状 .............. 15 3.3.2 A大学本科招生工作及推广策略现存问题分析 ...... 17 第4章 A大学本科招生工作营销环境分析 ................... 23 4.1 A大学本科招生工作宏观营销环境分析 ................ 23 4.1.1 政治法律环境分析 .............................. 23 4.1.2 经济环境分析 .................................. 24 4.1.3 人口统计环境分析 .............................. 25 4.1.4 社会文化环境分析 .............................. 26 4.1.5 技术环境分析 .................................. 27 4.2 A大学本科招生工作微观营销环境分析 ................ 27 4.2.1 “用户”分析 .................................. 27 4.2.2 主要竞争者分析 ................................ 29 第5章 A大学本科招生推广策略优化设计 ................... 30 5.1 基于现代营销观念的A大学招生推广工作观念优化 ...... 31 5.1.1 建立推行现代营销观念 .......................... 31 5.1.2 建立推行整合营销观念 .......................... 31 5.1.3 建立推行内部营销观念 .......................... 31 5.2 基于营销战略理论的A大学招生工作的STP战略优化 .... 32 5.2.1 A大学本科招生的市场细分 ...................... 33 5.2.2 A大学本科招生的目标市场选择 .................. 33 5.2.3 A大学本科招生的市场定位 ...................... 34 5.3 促销组合视角下A大学本科招生推广策略优化 .......... 35 5.3.1 广告策略优化 .................................. 35 5.3.2 人员推销策略优化 .............................. 35 5.3.3 公共关系策略优化 .............................. 36 5.3.4 非传统新型促销组合手段层面的策略优化 .......... 37 5.4 “5W”传播模型视角下A大学本科招生推广策略优化 ..... 38 5.4.1 传播者层面的策略优化 .......................... 38 5.4.2 传播内容层面的策略优化 ........................ 38 5.4.3 传播对象层面的策略优化 ........................ 39 5.4.4 传播渠道层面的策略优化 ........................ 39 5.4.5 传播效果层面的策略优化 ........................ 40 第6章 A大学招生推广策略优化的实施保障 ................. 41 6.1 组织保障 .......................................... 41 6.1.1 完善组织架构 ................................. 41 6.1.2 注重各部门协作机制 ............................ 41 6.2 制度保障 .......................................... 42 6.2.1 完善招生推广计划 ..............