A Research On China’s University Image Communication

The higher education of China, which consists of the state, the market, colleges and universities, like other enterprises and economic organizations, the various relations and resource allocations of these three units and a good image are of indispensable in striving for educational resources and enhancing the competitiveness of those universities. To this point, the image of colleges and universities plays a key role in its development, so the thesis will study the image communication problems of colleges and universities.The thesis defines the research objects, research subjects firstly, and then gives a sum up of the image of colleges and universities, namely, heighten the condensation of the teachers and students, enhance personality and improve the development of competitiveness. The thesis continues to study the image of colleges and universities through "5W" theory of Communications, acquaint the cognition degree from the publics through investigations. Through the investigations we can infer that most of the publics think that the present colleges and universities have indistinct characteristics, at the same time, they believe that the level of teaching, the quality of the graduates and the qualification of teachers are the main influential factors of the image of colleges and universities. Then the thesis analyzes seven main problems during the process of image communication of colleges and universities. In the end, the author puts forward three main strategies of the image of colleges and universities, which is, achieving good interpersonal communication through giving full scope to the leaders, teachers and students in school and graduated from school; to achieve efficient organizational communication through the cultivation of campus culture, strengthen the relationship between all kinds of social organizations, coordinate public relations and enhance the ability of crisis handling; improve the effect of communication by using the media in school and outside of school actively and improve the ability of calculation.The thesis takes the examples of concrete details from Huazhong University of Science and Technology, Fudan University and Central South University, discusses the approaches and methods in shaping and constructing the image of colleges and universities by means of communication. The thesis also gives a simple introduction of the limitations at the end and aims at contributing to the further studies.