我国大学形象战略论纲

An Introduction of University Image Strategy in Chinese

大学形象是人们对某所大学的整体认知、印象和评价，是大学客观状况的综合反映。大学精神和大学文化，是大学形象的核心。根据现代大学的发展趋势与规律，大学形象对大学的生存和发展具有越来越重要的作用。作为大学发展战略的一个重要成部分，制定和实施大学形象战略（UI）必须服从大学的发展战略，坚持全面推进、实事求是、求异创新等原则。导入UI，应从新闻宣传、师生行为、校友工作、公共关系活动和危机应对等几方面来采取正确的策略；UI实施的成效，体现在大学的社会认知度、美誉度、社会支持等方面。

The image of a university is the concept， impression and evaluation of it people have in mind， that is， an integrated reflection of its objective condition. The ethos and culture of a university is the core of its image. According to trends and rules of modern university development， image becomes increasingly important for institutional development and even survival. As an important part of university development strategy， university image（UI）strategy should be made and operated in accordance with the former and follow the principles of totality， honesty and creativity. An UI strategy involves media， teacher─student interaction， alumni affairs and public relations. The outcome of UI can be shown on the university’s public identification， reputation and pubic support.