Abstract: Ecological changes brought about science communication media, so that a universitys crisis management produce new opportunities. Epidemic crisis in universities is taken as a case study of college empirical validity of crisis management measures. A binary discrete choice model built to predict the effectiveness of the measures based on the scores based on the regression results show that measures to deal with the crisis of universities should be focused on the implementation of the object at different times of crisis. More women than men favoring the crisis will promote the image of the university. After the crisis recovery measures and crisis response measures have a significant impact on the colleges s role in promoting the image of the crisis, and the impact of preventive measures before the crisis was not significant.

Key words: university, crisis management, measure effectiveness analysis, countermeasure

摘要： 科技传播带来媒介生态环境变化，高校危机管理产生了新契机。以高校疫情危机为案例，对高校危机管理措施的有效性进行实证研究。在基于措施有效性因子得分的基础上建立二元离散选择预测模型，结果显示高校应对危机的措施应在危机不同时期实施对象有所侧重。女性比男性更赞成危机对于高校形象会有促进作用。危机中应对措施和危机后恢复措施在危机对高校形象的促进作用中有显著影响，而危机前预防措施的影响则不显著。

关键词: 高校, 蝲芾韡措施有效性分析, 对策