CIS-Based Study On Students’ Associations Image Construction In Colleges And Universities

Nowadays, CIS strategy has been widely used in many enterprises all over the world, which has brought good outcomes in economy and social development, and plays an important role in enterprise development. Students’associations in colleges and universities in China have been in the process of quick development. Like enterprises, they also need to build and strengthen their own images. Thus, they will tend to engender a sense of acceptance, and enhance their overall competitiveness in colleges and universities, even in society. Based on CIS theory, this essay aims to promote students’ associations’ images and their construction and management level, and finally increase their attraction.Based on the brief review on CIS theory, association brand image as well as the research achievements of introducing CIS theory in colleges and universities, this essay applies three research methods of literature review, investigation and case study to analyze the introducing principles, connotative elements and implementation procedures. It also discusses the construction of application model of introducing CIS theory in colleges and universities, and it explains the analytical method and practice pattern of it by taking Youth Volunteers Association and Environment Monitoring Association at Chengdu Technological University for example.This essay is made up of four parts. The first part includes first two chapters. It discusses research background, significance, current situations of this research at home and abroad. Besides, it also explains the elements, hierarchical relationship and functions of CIS. The second part is Chapter Three and Chapter Four, the theme of which is to raise questions. It describes and analyzes the current situations of associations’ image of colleges and universities by empirical study. Based on the description of current status, this chapter comes to a conclusion and explains the necessities and possibilities of introducing CIS in colleges and universities. The third part composes of Chapter Five and Chapter Six. It discusses how to apply CIS in students’ association construction in colleges and universities in Chapter Five, and focuses on the clue of three important elements of CIS, which are MI, BI and VI with a lot of practical cases. Chapter Six puts emphasis on discussing the operational issues, which are the process and strategies of implementing CIS as well as what should be taken into consideration when introducing CIS. The last part is case study. Taking Youth Volunteers Association and Environment Monitoring Association at Chengdu Technological University for example, it analyzes the integrated application and effect verification of CIS.