整合营销传播理论在开放大学招生中的运用

摘要

《国家中长期教育改革和发展规划纲要（2010-2020年）》赋予开放大学新的使命，“办好开放大学”对招生宣传工作也提出了新的要求。随着信息技术的飞速发展和终身教育市场的激烈竞争，开放大学招生宣传必须有所创新。分析目前开放大学招生宣传的现状，将整合营销传播理论运用于开放大学招生宣传工作，构建以整合为中心、大数据为基础、精细化分类、灵活运用宣传手段的开放大学招生宣传策略框架。%The Outline of China's National Plan for Medium and Long Term Education Reform and Development (2010-2020) has granted the Open University of China with a new mission. The guideline“Construct and Run Open University well”proposes new requirements for the enrollment propaganda of the Open University of China. Facing the great challenges from the students market and the transformation of the learners’ habits for receiving information, the enrollment propaganda strategies have been pushed to a new dimension. This paper preliminarily analyzes the value, significance and common basic application of integrated marketing strategies in the enrollment propaganda of the Open University of China.