Research On Recruitment Strategy Of ZY College Based On Public Relations

Private colleges have become an important part of higher education in China.With the decline in the number of births,the number of applicants for the college entrance examination has been declining year by year since 2008.Although the number of applicants for the college entrance examination has risen slightly since 2014,but from the increasing enrollment rate and the increasing number of colleges and universities,the enrollment situation is very serious.This is undoubtedly a survival test for the private colleges and universities which rely on tuition fees to survive and develop.In recent years,the state has issued a lot of policies conducive to the development of private colleges and universities,but under the influence of traditional tendentious cognition,public opinion guidance and the development problems of private colleges and universities,the enrollment of private colleges and universities is still difficult.Therefore,in the new situation of market competition,the correct selection and utilization of enrollment strategy is particularly important to improve the quality of students and expand the number of students.At present,scholars from all over the world have conducted extensive research on the enrollment strategy of private colleges and universities,most of which are guided by marketing theory.This paper studies the enrollment strategy of ZY college from the perspective of public relations,which opens up a new perspective for the research of college enrollment strategy.On the basis of literature review,this paper analyzes the enrollment environment and current enrollment strategies of ZY college.Through the exploratory case analysis,it is found that the public relations of ZY college with enrollment as the goal consist of seven elements: community public relations,faculty public relations,student public relations,senior three class teacher public relations,candidates and parents public relations,media public relations and government public relations.Combined with the previous research,the questionnaire design and survey were carried out.Through the reliability and validity analysis and correlation analysis of the data,it is concluded that the public relations elements with enrollment as the goal have significant influence on the enrollment effect.On this basis,this paper puts forward the enrollment strategy for ZY college,and finally suggests that ZY college should take measures from five aspects of teaching,system,capital,human resources and crisis management to ensure the smooth implementation of the enrollment strategy.The conclusion of this paper provides reference for the adjustment of enrollment strategy of ZY college.At the same time,it can also provide enlightenment for other private colleges and universities.It has a positive practical significance to break through the development resistance of private colleges and universities.