试论高校形象塑造策略

Discussion on the strategy to shape the image of institutions of higher education

高校组织形象是指学校在办学过程中所体现出来的行为特征和精神面貌的总和,以及在社会公众心目中留下的印象,是一所高校组织区别于其他组织(其他高校)的重要依据,是高校组织文化的重要组成部分,是高校组织文化、组织风格和组织特色的具体表现。塑造良好的高等学校形象是教育和社会发展的必然要求,它将决定着这所学校能否在激烈的市场竞争中获得有利的地位,并实现可持续发展。

The image of institutions of higher education is the action characteristics and mental attitude, as well as the impression kept in the public. It is the important foundation to distinguish an institution of higher education from others, is the important component of culture, and is the material representation of culture, style and characteristics. Shaping good image is inevitable requirement of education and society development, it determines whether an institution of higher education can get advantageous position and sustainable development.