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The paper, based on the new college entrance examination reform, studies the enrollment publicity strategies for private universities and colleges. Through comprehensive analysis of the current enrollment forms, we deeply investigate the problems existing in the publicity. Under the new reform, details about the practical strategies of private learning institutions are introduced. Keywords—new college entrance examination reform; enrollment mechanism; personnel training; enrollment publicity In 2014, the State Council issued Suggestions on the Implementation of Deepening Examination and Enrollment System Reform (hereafter referred to as Suggestions) which marked that a new round of examination and enrollment system reform fully launched. Comprehensive pilot reform of college entrance examination is first initiated in Shanghai and Zhejiang. Based on the principles of adhering to people-oriented education, ensuring fair and equity and promoting the talented scientifically, the Suggestions aim to solve problems, such as focusing only on scores that effecting students’ all-round development, the life-determining examination that increases the burden, differences between urban and rural areas, fabricate grades and illegal enrollment . Suggestions on Strengthening and Improving the Comprehensive Quality of Students in Senior High Schools by Ministry of Education further stressed that while enrolling students, school should formulate scientific and normative system and measures to evaluate students’ quality, according to the school characteristics and requirements of personnel training. This shows that the reform of college entrance examination is bound to bring the reform of enrollment. I. THE DIFFICULTIES FACED WITH THE ENROLLMENT OF PRIVATE UNIVERSITIES AND COLLEGES UNDER THE NEW COLLEGE ENTRANCE EXAMINATION REFORM Under the New College Entrance Examination Reform, candidates’ quality has to do with the grades, basic courses, comprehensive quality and educational objectives of schools . On basis of specialized training, schools should publish their requirements of test subjects in advance. Therefore, we should set up rational test subjects and make sure the enrollment and training well-connected, which is our core work. This new characteristic causes more difficulties in the orientation of private universities. They have little distinction in the target of personnel cultivation, lacking features. However, these universities should cultivate applied talents to serve the local economy and society. According to this demand, we should set up more specific and targeted requirements, so as to enroll students that suit our training project best. Recently, the sources of students keep dropping and most of students are enrolled by public universities, as many students choose to study abroad. There are lots of students who give up college entrance examination, application methods and register. They mainly end up in private and vocational colleges, which make the sources of candidates, shrink . As the implementation of new college entrance examination, private colleges face more difficulties in enrollment, because admission tiers are canceled and candidates’ volunteers are parallel, which increase their choices. However, it is a big challenge for private colleges with low social recognition [4] . II. DEEPEN THE CONSTRUCTION OF THE ENROLLMENT MECHANISM IN PRIVATE UNIVERSITIES AND COLLEGES A. Deepening reform and innovation, seeking scientific

On Enrollment Strategies for Private Universities and Colleges under the New College Entrance Examination Reform