摘要
随着中国经济的迅速发展,高等教育也产生了巨大变革。我国高等教育由以前的精英教育型向普及教育型转变,公众对高等教育的渴望得到了巨大的满足,同时,他们也渴望得到一个名副其实的高等教育环境。面对如此之多的生源对象,各高校之间必然产生不可避免的竞争态势。在高校激烈的办学竞争环境中,各高校纷纷出台了各种政策,以利于提高高校在公众心目中的良好形象。因为,高校拥有良好的组织形象,并获得良好的公众舆论,才能有利于高校的生存和发展。与此同时,科学有效的传播也是形象工程能否最终取得成功的关键。
As the economy is undergoing a rapid growth, the education industry is also experiencing dramatic changes. China's higher education sector in particular has evolved from education for the elite to education for general public. The need of the public for higher education has largely been met. Meanwhile, the Pubic also strongly desires a tangible education environment. To attract students from such a large prospect pool; institutes have inevitably developed strategies to ensure their competitiveness. In this highy competitive higher education market environmeut, institutes of higher learning have enacted all sorts of policies to improve the public perception of their images. Only when it is perceived as having great organization image and wins favorable view of the public can an institute of higher education sustain and grow, just as successful image-engineering plays a key role in effective promotion of a science.
关键词
组织形象
形象塑造
媒体传播
competition among colleges
organization image
image design
media delivery
