Research On The Management Strategies Of The University Brand Based On The UIS Theory

With the development of society and economy in china, the impact of market economy to higher education increases continuously, especially at the moment that higher education is developing from elite to mass. A series of problems such as the direction of future development of the university, what kind of effection should it has, and what kind of role should it play in the process of social development become highlighted. Meanwhile competition between the various universities becomes acutely, each university gives prominence to its characteristics to attract more students, creates its own unique brand to distinguish from the others. In this paper, the university brand building is analyzed and the strategy is proposed based on UIS (University Identity System). A new method of brand-building is provided, which has important significance both in theory and practice.Document analysis, system analysis, comparative analysis and other methods are used in this paper. Based on the analysis to the brand, university brand, UIS theory and the meaning of UIS, the current situation of university brand construction is analyzed in accordance with the four components of UIS:University Method Identification System; University Behavior Identification System; University Visualization Identification System; University Environment Identification System(UEIS). The achievements and the problems in the brand construction of the current universities are concluded through the analysis. Aiming at these problems, this paper proposes the university brand construction strategy.