The Study Of Creating University Image Based On CI Strategy

The CI strategy which is extensively used to create the business enterprise image plays an important role in the development of business enterprises. In recent years, the competition of higher education is becoming more intense day by day. Just like the business enterprises, the quickly developed universities also need to create their own images. Therefore, the research of CI strategy in universities has a vital significance to university.Based on the review of CI theories, the existing research results of university image and creation of university image, this paper introduces the basic theories of CI theories and university image and the relationship between them, gives an analysis on problems of using CI strategy to create university image from the theoretical level and the operational level, and elaborates how to use CI strategy to create the image of different types of universities.In this paper, the following main conclusions could be drawn:1,CI strategy is one of corporate business strategies that the enterprise according to the business philosophy, creates the unique visual identity and builds the unified enterprise overall image, then instills this image to all aspects of business activities effectively, thus expands enterprise impact and realizes the greatest reach of the public awareness and acceptance. University image is the overviews and comprehensive evaluations of the public, school students and staff members of the internal mental states and the external material states which are reflected in the running process of universities. University image is made up of three components: mind identity system of university, behavior identity system of university and visual identity system of university.2,Before the introduction of CI strategy in universities, a university image orientation should be made based on recognition of the history and tradition, the current image and target image of the university. In the process of the introduction, the principles of all-round progress, personalization, persistence and operability should be followed. And university image should be created from mind identity, behavior identity and visual identity. After the introduction, an evaluation should be made by qualitative or quantitative evaluation methods.3,Using CI strategy to create university image should grasp the opportunities, including the internal opportunities such as the time when the school is established, when the school name is changed, when the school is reconstructed or mergered and external opportunities of school anniversary celebrations and after school crises. The creation of university image is divided into four stages: preparation stage, image-established stage, implementation stage and assessment stage. This paperbuilds up an applied mode for a university to use CI strategy: establish CI ------ setup CI team------create image------normalization of CI management------elements decomposition.4,Using CI strategy to create different types of University images should consider their own characteristics. In sum, research universities should create their images from historical and cultural aspects; teaching universities should create their images from characteristic aspect; practical university should create their images from industry features and occupational characteristics.