民办高校已成为我国高等教育的重要组成部分，随着出生人口的下降，2008 年 开始高考报名人数呈现逐年下降的趋势，虽然自 2014 年高考报名人数略有回升，但 从逐年升高的录取率和不断增加的高校数量来看，高校的招生形势十分严峻。这对 完全依赖学费生存和发展的民办高校来说，无疑更是一种生存的考验。虽然近几年 国家出台了许多利于民办高校发展的政策，但在传统的倾向性认识、舆论的导向和 民办高校自身发展问题等因素影响下，民办高校的招生依然举步维艰。因此，在市 场化竞争的新形势下，招生策略的正确选择和利用对提高生源质量和扩大招生数量 就显得尤为重要。 目前各国学者对民办高校招生策略进行了广泛研究，大多数的研究是以市场营 销理论为指导，本论文从公共关系视角出发对 ZY 学院招生策略进行研究，为高校招 生策略的研究开辟了新的视角。本研究在文献回顾基础上，对 ZY 学院的招生环境及 现行招生策略进行了分析，通过探索性案例分析发现 ZY 学院以招生为目标的公共关 系由社区公关、教职工公关、在校生公关、高三班主任公关、考生及家长公关、媒 体公关和政府公关七个要素构成，结合以往研究进行了问卷设计及调查，通过对数 据进行信效度分析、相关性分析，得出 ZY 学院以招生为目标的公共关系各要素对招 生效果有显著影响，在此基础上为 ZY 学院提出了招生策略，最后建议 ZY 学院从教 学、制度、资金、人力、和危机管理五个方面采取措施，为学校招生策略的顺利实 施提供保障。 本论文的研究结论可以为 ZY 学院招生策略的调整提供参考，同时也可为其他民 办高校招生提供启迪，这对突破民办高校发展阻力有着积极的现实意义。 关键词 公共关系；学校公共关系；招生；招生策略II Abstract 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.III 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.