招生宣传工作是地方高校工作的重要组成部分，关系到地方高校招生计划的落实。近几年，随着生源数量的不断下降，高校间的招生竞争日益激烈，加上教育国际化的影响，使得地方高校招生宣传工作面临巨大压力。新形势下，地方高校应该树立全校性、长期性的宣传理念；加强学校软实力和内涵建设；不断拓展优质生源地建设；适时调整投放专业与地方产业结构相适应。同时，组建一支专业性强的招生队伍，充分利用网络平台，把招生信息及时、准确的发布出去，服务考生和社会。%Enrollment propaganda work,which relates to the implementation of enrollment plan of local university, is an important part of work in local colleges and universities.In recent years,the continuous decline in the num-ber of students,increasingly fierce admissions competition among universities and the influence of education inter-nationalization have restricted the enrollment propaganda work of local colleges and universities.This paper believes that,under the new situation,the local universities should set up an overall and long-term concept of propaganda, strengthen the soft power building and connotation construction,expand continuously the sources of high-quality students,adjust subject structures to service the development of local industry.At the same time,it is necessory to form a professional recruitment team,make full use of network platform and release the recruitment information timely and accurately,so as to service students and the society.
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