目的 调查了解医学新生对招生宣传的需求和招生宣传对他们的影响,为进一步优化医学本科招生宣传工作提供参考。 方法 采用问卷调查方法。自行设计调查问卷,2021至2023年对北京大学医学部当年入学的本科新生2 526名进行入学前调查,实际参与调查2 384名(94.4%)。采用描述性统计、 χ²检验等方法对调查结果进行分析。 结果 2 384名新生中,2 146名(90.0%)新生接触过该校的招生宣传,其中2 125名(99.0%)新生认为从中获益。对于最需要的宣传内容,1 986名(83.3%)新生选择专业介绍,1 660名(69.6%)新生选择学科发展情况,1 631名(68.4%)新生选择就业前景;对于最愿意使用的宣传方式,1 106名(46.4%)新生选择招生宣传片,1 004名(42.1%)新生选择师兄师姐宣讲。新生对学校和专业的不同了解时间及其录取专业满意度,从未了解过的131名(5.5%)、满意度64.1%(84/131),高中前了解的385名(16.1%)、满意度91.7%(353/385),高中一年级了解的537名(22.5%)、满意度87.7%(471/537),高中二年级了解的564名(23.7%)、满意度89.4%(504/564),高中三年级了解的767名(32.2%)、满意度86.4%(663/767),满意度的差异具有统计学意义(P＜0.05)。 结论 医学本科招生宣传工作覆盖面较广,对学生有积极的影响。学校应当重点做好学生最需要的专业介绍、学科发展和就业情况介绍,并采用宣传片、师兄师姐宣讲等学生喜欢的形式。学生越早了解学校和专业,录取专业的满意度越高,学校需要提早开展宣传,提高招生宣传效果。

Objective To investigate the medical freshmen′s demand for enrollment publicity and its influence on them and to inform further optimization of medical undergraduate enrollment publicity. Methods The method of questionnaire survey was adopted. The questionnaire was designed by the researchers. From 2021 to 2023, a pre-admission survey was conducted on 2 526 undergraduate freshmen in Peking University Health Science Center, and 2 384(94.4%) actually participated in the survey. Descriptive statistics and χ² test were used to analyze the survey results. Results Among the 2 384 freshmen, 2 146(90.0%) had been exposed to the enrollment publicity of the university, and 2 125(99.0%) of them believed that they benefited from it. As for the most needed publicity content, 1 986(83.3%) freshmen chose introduction of majors, 1 660(69.6%) freshmen chose development of disciplines, and 1 631(68.4%) freshmen chose employment prospects. As for the most preferred way of publicity, 1 106(46.4%) freshmen chose the recruitment publicity video, 1 004(42.1%) freshmen chose the senior teachers to preach. Among the freshmen, 131(5.5%) had never known about the school and major, and 64.1%(84/131) were satisfied; 385(16.1%) knew about it before high school, and 91.7%(353/385) were satisfied. There were 537(22.5%) freshmen knew about it in the first year of high school with a satisfaction of 87.7%(471/537), 564(23.7%) freshmen in the second year of high school with a satisfaction of 89.4%(504/564), 767(32.2%) freshmen in the third year of high school with a satisfaction of 86.4%(663/767).There was statistical difference among the satisfaction(P<0.05). Conclusions The publicity work of medical undergraduate enrollment covers a wide area and has a positive impact on students. Universities should focus on the introduction of majors, subject development and employment that students need most, and use promotional videos, seniors preach and other forms that students like. The earlier students get to know the school and major, the higher their satisfaction in admitting the major. Universities need to carry out publicity in advance to improve the publicity effect of enrollment.