The Construction Of Collegial Spirit Based On Brand Management

As the higher education of our country is making great strides forward to the internationalization, the constructions of first-class colleges are the important task of higher education development. Collegial spirit are formed and developed in the long-term school practice, and has formed relatively stable concepts. Looking over the overseas first-class colleges, the Collegial spirit is the intrinsic power that urges the colleges to develop unceasingly. So, the Collegial spirit is especially important to the university developments and must not be neglected during the developing progress. Therefore, the research based on Collegial spirit' construction is certainly meaningful in both of theory and practice.Through lots of reviews of literature and summarization of theories, the thesis defines conceptions of the intension and construction of collegial spirit, and the theory of brand management as well. It also discusses the significances of brand management to the construction of collegial spirit. Collegial spirit is of narrow sense in this thesis which means the individual faith that comes out from the development of a particular college. The construction of collegial spirit is a series of administrant movement which is admitted by the people of the collegial spirit as the condition of making teachers and students as the object. Besides, such kind of movement is expressed by the rules and atmosphere of college. Brand management can not only help clear the content of collegial spirit, but also assort with the relations of both material and spiritual constructions of college. And it boosts object's enthusiasm of constructing the collegial spirit.Nowadays the construction of collegial spirit makes the mode in which clearing college spiritual theories is centre and balances the cultural construction among rules, behaviors and materials. With the brand management, the construction of collegial spirit still stays at the level of theories. Any clear definitions or effective distinguishing are worked out in the culture of rules, behaviors and materials. Therefore, colleges need to more advance the college spiritual construction that oriental theories should be used to enhance the orientation of collegial spirit in college programming; organizational distinguish theories should be used to make sure that collegial spirit is showed in the fields of operating of college rules, behaviors of teachers and students, and the building of campus environment; brand relating theories should be used to correspond the relations among the culture of collegial spirit, college rules, college movement and college materials. The thesis points out the measures and suggestions for advancing the college spiritual construction with the guidance of oriental theories, distinguish theories and relating theories, combined with brand management modes.