Research On Chinese Institution Of Higher Learning Image Building

With the globalization of education and frame innovation of domestic higher education, the social function, organization and running model of Chinese institution of higher learning have been changed deeply. With industrialization of higher education, image building and specialty strengthening became the strategic decisions to deal with the competition and opportunity. Nowadays, Chinese institution of higher learning image building is in a low level. The image building still depends on the experience, administrative management and old CI mode. Some problems appeared such as formalization of image building, ambiguity of image management and blindness of design decision. It is necessary to make systematically research on Chinese institution of higher learning image building.Because the connotation of image is abundant, the thesis uses "model", " identity" and "impression" to replace "image" in different categories. As the builders and the designers, we especially care about the methodology of Chinese institution of higher learning image.Beginning with the history, the article studies the historical model of institution of higher learning in the west and China. Compared with the city image and national image, the paper gets the inner relationship between institution of higher learning image and them.Then, it analyzes the current social situation and indicates that the fundamental aim of Institution of higher learning image is to solve the crisis of identity. Through the research on the west experience and the realistic measure of China, the paper summarizes the character and function of Chinese institution of higher learning identity (CIHLI).The article makes a deep study about the position and management of CIHLI. According to the identity process, CIHLI is divided into six parts including team organization, university position, identity management, impression evaluation, identity expanding and identity protection. At the same time, the thesis introduces the theory of design management and design research into CIHLI. It proposes the operating frame of CIHLI by the case study.At the end of the paper, it simply predicts the tendency of CIHLI according to the development of China.