Research On The Construction Of Soft Power Of The Newly-established Local University

The concept of "Soft Power" is proposed in the1990s by the Dean of the Kennedy School of Government at Harvard University, Josefh.S.Nye Jr. Subsequently, at domestic and international, the researches on the soft power are mostly based on the country or enterprise as a research subject. Putting the soft power into schools, especially higher school, and researching on the soft power of the University rises in recent years, but on the whole, there are few research achievements. With the coming of knowledge economy and the internationalization of education, higher education plays an increasingly important role in promoting economic and social development. In response to the call of the Ministry of Education, and to accelerate the advancement of the "elite education" to "popular education", beginning in1999, a large number of college began to walk the road of restructuring and merger, and formed into "Newly-established Local University". The formation of these newly-established local universities ensure our country’s higher education enrollment progress and quality, and constitute an important branch of power in China’s higher education system. As an important part of higher education, the newly-established local universities should think constantly about how to protect the overall level of China’s higher education and how to seek their own survival and development in a competitive environment. In this paper, the theory of soft power’s formation as the basis, and the Newly-established Local University in China as the research object, based on analysis of the large number of documents that collected by use of the national soft power of thoughts and by useing the historical research method, literature research method, comparative analysis method and relatinal debate method, then combined with practical, a comprehensive and systematic analysis of the meaning、the necessity and the target of building the soft power of newly-established local university. On this basis, starting from a realistic point of view, I conducted a comprehensive analysis of newly-established local universities’main problems of the soft power’s construction and influence factors, and finally put forward seven strategies to enhance the soft power of the newly-established local universities. I hope that through this paper can lead the management of decision-makers of the newly-established local universities to consider how to understand the concept of the university’s soft power correctly, how to applied the theory of the soft power to the survival and development of universities and how to basing on the university situation to nurture and improve their own soft power, and so on.