Research On The Factors Of Affecting High School Graduates' Choice Of University Image

People's demand for higher education continues to grow,and higher education has achieved unprecedented development with the rapid growth of our country's economy.The number of domestic universities continues to increase,and the competition for students in domestic universities is increasingly fierce.In the meantime,in the face of such major decision-making problems as the college entrance examination,high school graduates have a greater degree of blindness in their choice of school.They are in urgent need of understanding the issue of college entrance examinations.Studying the image factors of colleges and universities that influence the choice of high school graduates can meet the urgent needs of high school students for scientific decision-making and also meet the needs of long-term development of colleges and universities.Therefore,this paper discusses the factors that affect the image of high school graduates choosing a university based on the studies of communication and public relations.This research mainly uses literature analysis,questionnaires,and in-depth interviews.Through the online survey of physical schools and questionnaires,220 high school graduates were randomly selected to conduct a questionnaire survey;33 students were selected by stratified random sampling.In-depth interview study.Then the collected data were statistically analyzed and preliminary results were obtained as follows:1.The image of colleges and universities that affect the choice of high school graduates is composed of three internal dimensions: reputation image,environmental image and human image.Through open interviews,high school graduates are selected to focus on the factors related to the image of colleges and universities,and to further filter and consolidate these factors,and initially establish a clear structural dimension and constituent factors of the university's image recognition.The factors that constitute the reputation image include: university name,university ranking,professionalreputation,well-known alumni,social contribution,and employment prospects;the constituent factors of the environmental image include: living/recreation conditions,teaching facilities,campus environment,geoeconomics,and humanistic image.The constitutional factors include: the level of teachers,the quality of students,management services,training characteristics,school wind school discipline,campus culture,and philosophy of running schools.2.The self-designed college image scales that influence school choice have good reliability and validity.Based on the intrinsic structural factors of the image of colleges and universities obtained from the analysis of exploratory factors,the university's image scale for high school graduates was selected.Through the collection and analysis of large samples of data,efforts were made to investigate the reliability and validity of the scale.The results showed that the scale had an internal consistency coefficient of 0.918,a half-half reliability of 0.810,and a test reliability of 0.836.The scale had good reliability;the confirmatory factor analysis was used to examine the construct validity of the scale.The results showed that the TLI,CFI,IFI was greater than 0.9,and the RMSEA was less than 0.08,indicating that the college image scale had good structural validity.3.Use the self-designed college image scale to investigate the situation of high school graduates in respect of college image when choosing a school.The results show that high school graduates value the image of the university's humanities most when choosing a school,followed by a reputation image and finally an environmental image.Further explore the high school graduates in the household registration,subject type,type of university,college entrance examination results,parental education,family economic status and other personal background of different cognition evaluation of university image.The results of the study show that there are no significant differences in the overall representation of university image recognition among high school graduates in different contexts,but there are individual differences in the specific indicators of college image recognition.It is inferred that the high school graduates' perception of the image of the university is ambiguous when they choose a school.They pay more attention to those indicators that have core competitiveness.The top three are college teachers' level,employment prospects,and majors reputation.4.In order to reveal the deeper reasons of the above research results,this paper further uses in-depth interviews to conduct qualitative research.A total of 33 students,including three students studying at the senior high school,finishing college entrance examinations,and freshman freshmen,conducted interviews.The results show that the focus of high school graduates on the image of universities is relatively concentrated;the image of the target colleges and universities is generally not well understood;the associated groups do not have a deep understanding of the image of universities;the access to information in colleges and universities is relatively limited;the initiative of students in acquiring college information is not enough;the image of colleges and universities The dissemination effect is not obvious enough.5.For problems found in qualitative research.From the perspective of public relations,this paper puts forward the strategies to enhance the image building and dissemination of colleges and universities that colleges and universities graduates choose to attract.The first is to improve the organizational structure of university image.Targeted from the university's environmental image,human image and reputation image in three aspects.The second is to promote the media communication of university image.Relying on the official website of colleges and universities to develop self-media in colleges and universities and making good use of the mass media,media dissemination is the starting point.The third is to strengthen the interpersonal communication of image in colleges and universities.Through the college students,important others and well-known alumni,the image of the university spreads.The results of this study will help enrich and expand the theoretical research of university image.It has carried out beneficial explorations on the construction and dissemination of the image of our country's colleges and universities,and provided theoretical and practical reference for the promotion of high school graduates' perception of university image.However,due to the limitations of the sampling of this study and the existence of common variation errors in the evaluation of image recognition in universities,the results have certain limitations.Future research needs to further expand the sample of research and cover more regions to improve the universality of research results.