多维视野中的高校形象战略

Strategies for establishing images of a university through multi-dimensional approaches

我们已经进入了形象的时代 ,对于具体对象的评价与接受 ,是以形象认可为前提的。高等院校由其固有的垄断色彩所决定 ,还接受着计划经济的余温。但随着高等教育走向大众化和教育市场的打开 ,激烈的竞争态势已现出端倪。当公众真正意识到自己手中选择的权力时 ,形象的价值将直接同生存联系在一起。我们的思考正是从这里开始的。如果说我们的思考有一些瞻望 ,只是因为多了几个审视自我的角度 。

Image recoganization has been regarded as a premise for evaluating a certain object and a guideline for accepting it. Determined by the criteria set by the educational institutions long before, universities are still under the influence of the planned economy. However, it is found that strong tendencies of competition among the universities have got under way, as the higher education is getting popularized and the education market becoming larger. This trend of competition, as a result, has made us realize that the image a university is closely connected with its potential growth and development when people are given the rights to choose universities for their higher education. Based on this argument, this paper looks beyond the present higher education conditions and it is expected that it can bring about some insights into the setting up of university images.