On Image-building Of Local Universities

Image-building is a human conscientious behavior and it is a common aspiration to pursue a good social image. Human society has already entered the era that image has got the upper hand either of an individual or of an organization. People pay more and more attention to the importance of image. In the modern society with competition as its main ways of survival and development, universities, especially local universities, face severe competition. It is the strategic choice to the local universities of our country to strengthen image-building and to improve their social image. That will improve their conditions of running the universities, expand their development space, enhance their competition strength, realize sustainable development. After our country's higher education enters the primary stage of popularization, great changes have taken place both on internal and external conditions, all universities, especially the local ones, have a serious crisis awareness. By exploring the basic laws and requirements of image-building of local universities and defining their proper view of image, we put forward the rational tactics of image-building of local universities.By probing into the essence and characteristics of image and investigating historical transmutation of the image of the universities with the theories of pedagogy and imagologie as the guidelines, we concluded that the image of local universities is the public and comprehensive impression formed among the function targets that the local universities act on relevantly. The image of local universities bears such essential features as regional differences, cultural differences, specific functional targets etc. which are quite different form those of the universities and colleges subordinating to a ministry. However, there are many aspects of mistaken concept in the image-building of local universities, namely image concept and image implement. As to the image concept, it simply imitates other universities and aims too high on the goal; and to the image implement, it values form more than connotation. And the form outside the campus is monotonous and identical, lacks systematic building. Hence the moulding of a good image of local universities should be on the basis of image concept, image behavior and image visual recognition system and strengthen the moulding of material image from the perspective of university president, teaching and administrative staff, university students, and campus environment. And strengthen the moulding of spiritual image from the respects, such as accurate condensed university connotation and holding unique university spirit; meanwhile, realize the target of self image-building by means of personnel training, scientific research and community service etc.