大学声誉形成机理与管理策略——基于利益相关者的分析

Formation and Management of the Reputation of Universities in the Perspective of Stakeholders

大学声誉是在大学发展中起着重要作用的无形资产,是大学竞争优势的重要来源,探究其形成机理顺而提出管理策略是一个很有意义的课题。对此,大学的利益相关者理论提供了一个很好的分析框架。大学声誉的形成是关于大学的信息经编码、扩散,最终在人们的思维空间中收敛成一个能够完整代表大学的有较高清晰度的信号的过程,涉及"信息创造者"、"信息传播者"和"信息接收者"等角色。大学核心的、外围的、潜在的利益相关者在这一过程中分别对应着各自特定的角色。在利益相关者视角下,大学领导者应该分层面、按角色、因人而异地去实施大学声誉的管理。

The reputation of a university is an important intangible and a source of competitive advantages of a university. The university stakeholder theory provides a good framework to analyze its formation. The reputation of a university is formed through the coding and diffusion of information, eventually converging into a space of people’s thinking and involves roles of 'information created', 'information communicated' and 'information received'. Universities’ principal, external and potential stakeholders deal with their own specific roles. In the perspective of stakeholders, leaders of universities should manage reputation according to their respective roles.