Research On The Construction Of School Image Based On CIS Strategy

Corporate Identity System (CIS) has influenced the image of corporate planning since itsappearance in late twentieth century. With constant development, corporate image recognitionsystem helps the planning of corporate image to win a great success. Developing the enterprisemarket, meeting market competition and making public have a sense of identity to theenterprise products are all directly and closely related to enterprise image. School, as a socialorganization, also faces the problem of brand image. In recent years, with the furtherdevelopment of education reform, our school organizations are gradually breaking the limits ofeducation system in the times of planned economy times and facing the inter-schoolcompetitions and unprecedented challenges that socialization and commercialization bringabout directly. With the development of the times, dominant resources between schools willgradually become more balanced, and the image of the school will become the foundation ofpublic’s overall feeling and impression of schools as well as the basis of making subjectivejudgments and comprehensive evaluation of the objective development of schools. Therefore, abetter image of the school has become the important guarantee of maintaining the vitality ofschool, the important basis of getting public recognition, and the important condition thatenhances the core competitiveness of school to achieve sustainable developmentThis thesis attempts to apply CIS theory to the image of the school construction from theangle of theory and practice. Theoretical aspects are as follows: on the basis of understandingthe theory, definition and elements of CIS, the thesis tries to get a clear idea of the definitionand elements of school image building, and then comes to discusses school’s importing CISfrom these aspects, such as the comparison of the school image building and CIS, the necessityof importing CIS, the image and efficacy of school’s CIS, the strategic significance ofimporting CIS in school image building. It analyzes the process that school imports CIS inimage construction procedure and the errors that exist in the process, and put forward thesolving strategies to the problems that may occur in the process of image construction. Practical aspects are as follows: taking the building of school image in author’s field research as a case,understanding the situation of case school image building and analyzing the effect of the caseschool image buildingAmong them, the successful experience and the discussion of the issue during the researchprocess can provide thoughts and guide for school image building.