随着中国高考及研究生考试报名人数的持续增长，高校在招生规模和生源竞争方面面临日益严峻的挑战。同时，面对信息获取途径多元化及学生需求个性化的新形势，过去的招生模式效率不断降低，高校需要借助外部专业公司开发的招生宣传产品，以支撑招生宣传活动。新媒体时代Z公司基于媒介特性、高校需求及受众行为模式开发了一系列相关产品，一定程度上满足了客户需求。但是，随着技术的创新发展与应用，客户需求的不断变化，Z公司现有高校招生产品发展面临诸多困境，亟待开展系统研究，以促进提升Z公司的产品发展和高校招生效率。

       基于此，本研究以Z公司高校招生宣传产品为研究对象，调查分析了五大招生宣传产品现状，然后通过问卷调查获得客户对Z公司高校招生宣传产品的重要性和满意度评价数据，利用IPA方法对其进行分析，发现其存在的问题，并通过对Z公司市场、技术部门员工进行深度访谈，分析其原因，最后提出优化建议。研究发现：（1）Z公司高校招生宣传产品存在的主要问题有：高校招生直播活动的直播流畅度较低、内容不够丰富、场景搭建缺失，智能系统的互动体验差、院校信息弹窗推送的时机和时间有待改善，PC端及APP端院校展示广告缺乏情感互动；次要问题有：高校进高中活动的线下互动效果差、信息全面度低，创意新颖度不足，智能系统的界面设计缺乏引导性，PC端及APP端院校展示广告创意新颖度不足。（2）出现这些问题的原因有：高校缺乏招生直播设施的搭建以及直播内容缺少创新，高校进高中活动形式单一、院校信息准备不足，智能系统界面设计缺乏引导性和售后维护，院校信息弹窗推送时机和频率选择方面缺乏后台系统规划，网页展示广告缺乏创新和生活元素等。（3）提出的优化策略是：搭建直播室、丰富直播内容、加强团队建设和技术升级，创新线下活动形式，产品性能和界面优化，设置合适的信息推送时间和频率，创新网络展示广告设计、增加情感共鸣。这为Z公司高校招生宣传产品的发展提供了实用指导，也为高校有效开展招生活动提供新的思路。

       With the continuous growth of the number of applicants for college entrance examination and postgraduate examination in China, universities are facing increasingly severe challenges in terms of enrollment scale and student competition. At the same time, in the face of the new situation of diversified information access channels and personalized students' needs, the efficiency of the past enrollment mode is constantly reduced, and colleges and universities need to use the recruitment publicity products developed by external professional companies to support the enrollment publicity activities. In the new media era, Z company has developed a series of related products based on the media characteristics, the needs of universities and the audience behavior mode, which can meet the needs of customers to a certain extent. However, with the innovative development and application of technology and the constant change of customer demand, Z company's existing development of college enrollment products is facing many difficulties, and it is urgent to carry out systematic research to promote the product development and college enrollment efficiency of Z Company.

       Based on this, this study with Z company college recruitment of students propaganda products as the research object, investigate and analyze the five admissions propaganda product status, and then through the questionnaire for the importance of Z company college admissions propaganda products and satisfaction evaluation data, using the IPA method of analysis, found the existing problems, and through the Z company market, technical department staff in-depth interview, analyze the reasons, finally put forward optimization Suggestions. The study found that: (1) the main problems of Z enrollment propaganda products are: low fluency of live activities of college enrollment, not rich content, lack of scene construction, poor interactive experience of intelligent system, the timing and time of college information popup push to be improved, PC and APP college display advertising lack of emotional interaction; secondary problems: poor offline interaction between college and exhibition board into high school activities, low information comprehensiveness, insufficient creative novelty, intelligent system interface design to be optimized, and lack of creative display advertisements of PC and APP.(2) the reasons of these problems are: the lack of admissions live facilities structures and lack of innovation, offline activities form single, colleges and universities information preparation, lack of intelligent system interface design of guidance and after-sales maintenance, colleges and universities information window push timing and frequency selection lack of background system planning, web display ads lack of innovation and life elements, etc.(3) The proposed optimization strategy is to build a live broadcast room, enrich the live broadcast content, strengthen team building and technology upgrading, innovate offline activity form, optimize product performance and interface, set appropriate time and frequency of information push, innovate network display advertising design, and increase emotional resonance. This provides practical guidance for the further development of Z company's college recruitment publicity products, and also provides new ideas for universities to effectively carry out recruitment activities.

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