A Theoretical And Practical Research On Image Molding At Beijing Sport University

Universities'image is an intangible asset that without price, and it is one of the most important aspects to reflect the college competitive strength. Good image of the university is a distinguishing feature of the college's culture and traditional accumulation, mapping education philosophy, guiding ideology and the historical and cultural heritage, reflecting the universities'power and comprehensive quality, and being the foundation of winning the social identification and trust. It can be the precondition to attract more talents and students'resource of enrolment, and it is also a reliable assurance to distribute the graduated students of employment. Furthermore, good image of the university is a very important element for teachers and students cohesive force, the centripetal force and the sense of pride and identity. Also, it is a huge intangible asset and spiritual wealth for universities. The recognition, mould and transmission of the universities of image are comprehensive process to sublime internal spirit and improve external image.In this era of marketization, universities'satisfactory on study internal spirit and improving teaching quality and managerial benefits is far from enough, still, we should take advantage of all kinds of media and methods actively. So that universities can spread out their own characteristics, mission, history and talent cultivating pattern effectively, and promote the public understanding towards universities. The institutions of higher learning image mainly have three ways:image positioning, image recognition system construction and public relations construction, Media public relations is an important component of public relations development, therefore, this thesis studies image building of universities and colleges mainly from the image positioning, image identification system and media image-building.Advanced physical education institutes have their own characteristics in school history, specialty setup, academic distinction, students' training, and the employment direction aspect, etc. Based on related theory of communication, management, and public relations, this article drew Beijing Sport University as an example, using the method of documentation, interview technique, case analysis, content analysis to analyze the image positioning, the construction of image recognition, and the construction of media image, etc, inside out.According to the research, we can see that Beijing Sport University has a clear image position, and pay attention to the inheritance of the construction of the image. And the image recognition system which found in 2002, fosters the construction of Beijing Sport University's image effectively. Teachers, students and alumni who have social influence as well as the unique campus environment are the important force to construct the image of Beijing Sport University. And the mess media is the main way for Beijing Sport University to. spread its image.At last, this research on Beijing Sport University provides many countermeasures and suggestions to construct the image for Beijing Sport University as well as other physical education institutes all over the country. Such as colleges should strengthen environmental construction and build characteristic campus; improve teachers and students'quality, and setup the mass consciousness; Rely on mass media, and strengthen crisis public relation.