Research on Path Innovation and Effectiveness of College Enrollment Promotion under New Media Context

Huanyi Qi

doi:10.70088/x9ewmh82

Authors

Huanyi Qi Hainan Vocational University of Science and Technology, Haikou, China Author

DOI:

https://doi.org/10.70088/x9ewmh82

Keywords:

new media, higher education, student enrollment, publicity channels, digital transformation

Abstract

College admission promotion serves as a pivotal driving force in the comprehensive reform of China's new college entrance examination system, while also functioning as an effective strategy to attract high-quality students and elevate institutional educational standards. Amid intensifying competition for student enrollment and shifting demographic trends, enhancing admission promotion efforts has become particularly crucial for higher education institutions seeking to maintain their competitive edge. This study examines admission promotion strategies specifically within the rapidly evolving new media context, conducting an in-depth analysis of traditional models' characteristics and inherent limitations, such as one-way communication, restricted geographic reach, and delayed feedback mechanisms. By systematically identifying opportunities for digital innovation, this research highlights the transformative potential of emerging platforms, including social media networks, short video applications, and interactive live streaming, in reshaping prospective student engagement. Based on this comprehensive analysis, the paper proposes targeted, innovative approaches to optimize admission promotion effectiveness. These include leveraging data-driven audience segmentation, fostering interactive two-way communication, and integrating multimedia content to resonate with contemporary youth. Ultimately, this study provides robust theoretical guidance and actionable practical references for establishing scientific, dynamic, and highly efficient new media promotion models. These strategic insights aim to help universities achieve differentiated development, maximize outreach efficiency, and significantly enhance their institutional brand value in an increasingly complex and highly competitive student recruitment landscape.

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