A Study On Chinese First-Class University Image Based On University Identity System

With the intense international competition of Higher Education,world-class universities are becoming more and more important for a nation.University image is university's intangible assets and core competitiveness.Based on University Identity System,with the research design of literature research and comparative analysis,this study discovered the university image from three aspects,including mind identity,behavior identity and visual identity.The data sources of this study were mission statement of universities,university official website news,universities' visual identity system.This article analyzed 16,148 university news on their official websites.In addition,this study identified differences of the university image between Chinese universities and world-class universities,summarized what characters the world-class universities showed and proposed some suggestions for Chinese universities.Through the literature research,this study had the following findings about the international image shaping of Chinese universities: their goals of building world-class universities were empasied on macro level;a stable image-shaping mechanism had not yet formed;the main contributer to the image was the organization;the main active subjects were natural science and engineering;the visual images were lack of personality.Whereas the image shaping of world-class universities showed the following different features: their MI were embodied in a specific dimension;they had developed a stable and lasting mechanism;their main contributer was the personnel;humanities and social science were importanet disciplines in their image-shaping;their visual image combined with the historical and cultural heritage of universities.Based on the research and conclusions,three suggestions were proposed for Chinese universities on shaping their international images:(1)to design image-development strategy systematically on university level and set up specific department to preside over this issue;(2)to deepen internationalization through encouraging divercified personal exchanges and cooperations,and developing surpportive environment;(3)to combined university image with the historical and cultural heritage of the university so as to highlight the characteristics of the university.