Research On Brand Construction Of Research-Oriented Universities Based On Knowledge Value Chain

Accelerating the construction of world-class universities has become an important measure for China to respond to the impact of foreign higher education.Research-oriented universities have a high level of scientific research and the ability to train elite talents,are the key development targets for building world-class universities.In order to improve the core competitiveness,research-oriented universities must improve the quality of connotation to build university brands and increase social recognition.Research-oriented universities are knowledge-intensive organizations,as their organizational activities are closely related to knowledge.Knowledge value chain activities are ubiquitous in research-oriented universities.This article starts from the perspective of knowledge value chain and studies university brand building strategies.It not only enriches educational management theory,but also guides university about brand building practice.It is of great significance.First of all,based on the existing research literature,the article explores the concept of "knowledge value chain of research-oriented university",constructs a knowledge chain model of research-oriented university that interacts with value chain and knowledge chain under the guidance of university vision and strategy,and explores its characteristics.The value chain includes three basic activities of high quality social services,high-level scientific research,and high-level talent cultivation,four auxiliary activities of university culture construction,human resources management,infrastructure construction,and organization construction.The knowledge chain includes five kinds of knowledge activities include knowledge acquisition,knowledge storage,knowledge creation,knowledge dissemination,and knowledge utilization.Then,the article adopts a systematic analysis method to conduct a detailed discussion and analysis on the connotation,composition,influencing factors and forming mechanism of research-oriented university brand based on knowledge value chain.This article believes that knowledge is the core element of university brand composition,reflected in the four aspects of brand image,brand personality,brand relationship and brand culture.At the same time,it explores the index system of the four most trusted world university rankings,and summarizes the structural system of university brands,including teaching quality,academic level,scientific research conversion rate,and internationalization level.Finally,the influencing factors of the brand of research-oriented universities include the internal knowledge stock,teaching staff,students,school environment,government,cooperative enterprises and employers.The brand formation mechanism of research-oriented universities is generated from the interaction process of internal factors and develops in the process of interaction between the university and the external environment.Then,it analyzes the current status of brand construction of research-oriented universities in China,and discusses the progress made in university brand building.For example,university brand construction has shifted from an extension to an intension model,and the brand strategy of research-oriented universities has achieved effective results.It is found that research-oriented universities lack the correct values of brand building,neglect the connotation construction of university brands,and neglect the management and dissemination of university brands.Finally,from the perspective of the research-based university knowledge value chain,it provides strategies for brand building of research universities:(1)establish the correct university brand construction values;(2)carry out connotation construction to enrich university brand content;(3)improve service quality to develop university brand relationships;(4)to create a brand image for the outside world and actively promote brand communication.