Analysis On The Image Of The Modern University And Its Building

With the development of times and social progress, the tentacle of "image" has reachedevery corner of social life, and people aregradually influenced by "brand effect". However,as an organization with many factors that has a structural function and special acts, like any other social organizations, universities are in a certain mutual contact.They are profoundly impacted by the surrounding environment.Particularly with the establishment of the socialist market economy, and higher education entering the popular stage, the demand for higher education is more rational and much harsher. In order to getbettersurvivalanddevelopment,universities have competed increasingly fiercely for high-quality resources, research, high-level teacher, the job market.The "brand effect" brought by the image of university becomes a unique "weapon" in the competition,which is a valuable intangible assets. A good image of university endows teachers and students with a sense of honor, pride and belonging and enhance the centripetal force and cohesiveness of the teachers and students.Furthermore like an enormous magnetic field, it is attracting talent, capital, excellent teaching and research projects at home and abroad, accordingly it can enhance the confidence of country and the public's support for university. Therefore, this article attempts to analyze the contents of the University of the image, going into details about shortcomings and proplems in the process shaping the image of modern universities in our country ,thus in order to introduce some important measures to shape the image of university , which promote shaping better image of the University, to play an important role in survival and development of university . The article is divided into five parts:The first part is preface,I mainly introduce the background of the main topic of this article, significances and methods of the research ,as well as the brief introduction of the innovation.The second part is mainly about the brief of some basic questions on the image of the university. First, I analyse the meaning of the image of the university from two aspects , and then introduce three basic characteristics of the image of the university. The third aspect expounds main carriers from four sides of the school philosophy, organizational systems, resources of teacher-student and campus environment.The third part focuses on analyzing the core content of the image of the University: university spirit.On the basement of brief introduction of concept and traits of the spirit of the University ,this part places extra emphasis on the main elements of the university spirit as well as the relationship between the university spirit and the image-building. On the basis of analysis of content above, I introduce measures of building and culturing mordern university spirit , which are discussed separately from the Chinese traditional culture, the modern university system, teacher and academic building and campus culture .The fourth part mainly analyses the relevant content of shaping the image of modern university, and on the basis ,this part explores the proplems in the process of image-building .Firstly, analyzing the value of the image of the modern university from the internal and external aspects , and then discuss five factors impacting on shaping the image of the modern university.At last,I analyse proplems and the lack of image-building of our university .The fifth part ,based on significance of the image of university in the survival and development of the University , and in view of the problem of the former, I introduce some relavant measures with the hope that can improve the effectiveness of image-building and better play an important role on the survival and development of higher school through them .The Article has discussed from three aspects: First, scientific positioning of the image of the University; Second, paying attention to public relations of colleges and universities; the third, introducing CIS (Corporate Identity System )strategy, building a University Identity System (UIS) (University Identity System).