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1997年,国务院颁发《社会力量办学条例》,这是新中国第一规范民办教育的行政法规,标志着中国民办教育进入了依法办学、依法管理、依法行政的新阶段。2002年底,《民办教育促进法》颁布,中国民办教育又进入了一个快速发展期。民办教育的发展,改变了单纯依靠政府办学的传统办学模式,表现出强劲的发展势头。每年到招生季节,众多的民办高校纷纷投入巨大的广告费用在中央电视台与地方台进行招生推广活动,以期树立学校的知名度,但大部分的民办高校在广告投放上并没有依据自身品牌定位与媒体受众的特点来制订广告与媒体策略,表现出很大的随意性与跟风扎堆的
In 1997, the State Council promulgated the “Regulations on the Running of Schools for Social Resources”, which is the first administrative law regulating private education in New China, marking that the non-governmental education in China has entered a new stage of running schools in accordance with the law, administering the country according to law and administering according to law. By the end of 2002, the promulgation of the Law on Promotion of Private Education, China’s non-government education has entered a period of rapid development. The development of private education has changed the traditional mode of running a school that relies solely on government running schools and shows a strong momentum of development. Each year to enrollment season, many private colleges have invested huge advertising costs in CCTV and local Taiwan for enrollment and promotion activities in order to establish the visibility of the school, but most of the private colleges and universities in the advertising is not based on their own brand positioning and media The characteristics of the audience to formulate advertising and media strategy, showing great arbitrariness and follow suit