Research Of University Culture Construction Based On Brand Strategy

The University Culture is a kind of synthesize of the spirit of achievementand material results which include Educational philosophy, spirit, academicatmosphere and values. It is made on the basis of the regular about thedevelopment of Culture in the process of historical development with cohesiveforce, life force and charisma to the development of University. The Universitybrand is the result in the fierce competition among different universities and achoice about university strategy. The University brand is the concentration andthe crystallization of University Culture. It provides the university withatmosphere and support as a important magic weapon to the construction ofUniversity Culture. With the development of Higher Education and supportamong the people of the concept of culture, the implementation of universitybrand become strengthen beneficial actions of university culture construction.This paper make the explanation and definition to the connotation ofuniversity brand and university culture under the theory of marketing, the highereducation management theory and the guidance of university moral education.It analyses the challenge for the Cultural Construction of University onbase of the theory of Market marketing, the theory of Higher educationmanagement and the theory of university Moral Education, which induce thegeneration for construction of university brand. Finally, it analyses the existingproblems to strengthen the Construction of University Culture by theimplementation of brand strategy and put forward the specific measures via theSpirit culture, the Institutional culture, the Material culture and the Behavior culture.As for the research methods, this paper insists the rules about thecombination of inheritance and innovation, the combination of “Keep Pace withThe Times” spirit and practical spirit. It conducts analysis and induction by theLiterature Research method, Survey research method and Comparative analysismethod on the basic of the challenge for the Cultural Construction of University.The place of innovation is the combination of Brand Strategy with theCultural Construction of University, what construct a kind of connection betweenMarket Marketing and Higher Education. It offers a new view and value to solvethe problems and difficulties in the Cultural Construction of University, toenforce the strengthen the Construction of University Culture by theimplementation of brand strategy...