Research On The Image Building Of Middle-Level Administrators In Universities And Colleges

The 18 th Party Congress and the Third Plenary Session of the 18 th Central Committee of the Communist Party of China(CPC)made major arrangements for the reform and development of higher education.Colleges and universities should persist in working for the socialist modernization drive,for the people,and for connotative development,taking moral cultivation as a fundamental task,to create a good atmosphere of teaching and educating people,management education,and truly practice the socialist core values and innovative personnel training,and strive to cultivate the cause of socialism with qualified builders and reliable successors.Middle-level administrators in colleges and universities are an important part in the management system of colleges and universities.It is an important link in ensuring that the school's strategic decision-making and the specific tasks are implemented.It is the enabler,supporter,organizer and implementer of the reform and development of colleges and universities,and the backbone of the work of colleges and universities.At the same time,the working environment of the middle-level administrators is a strong academic atmosphere of the university.The work of their goal is to serve institutes and society,and the subjects of their service are the faculty and students body with high level of knowledge.Therefore,the quality and image of middle-level administrators directly determine the external influence,management quality,work efficiency and development level of the institute,which in turn affects the quality of personnel training and the harmony and stability of the campus.But we must clearly see: due to various ideological,social,political and economic factors,some of the middle-level administrators in colleges and universities is changing in terms of ideological,moral norms and behavior and thus affect the professional image and the performance ability.Their external images like their behaviors and the way they dress themselves don't match the image of the identity of the university managers,and the internal image like their morals and ideological cultivation cannot meet the needs of school management and career development;some of the administrators even have serious the corruption problem and been sentenced in jail,which greatly corrupt the image of the university.The main reason for the above phenomenon can be attributed to social andenvironmental impact,management system,but the most important reason is that middle-level administrators themselves ignore the ideological transformation and quality improvement,leading to image damage.At present,the problems mentioned above are existent and it is urgent and necessary to strengthen the image construction.Based on the systematic analysis of the problems,causes and countermeasures of the image of the middle-level administrators in colleges and universities,this paper focuses on value,meaning,effect of the image design of the middle-level administrators.It makes attempts in exploring the internal and external image design starting from self-image.It aims to create a good image of middle-level administrators in colleges and universities,improve the quality of this group,and strive to establish a team who are well-established,well-educated,well-disciplined and proficient in business,so as to provide a strong contingent of administrators for the robust and sustainable development of higher education in China.