我国民办本科高校的声誉困境及其提升策略

Reputation Dilemma of Private Undergraduate Institutions in China and the Promotion Strategies

声誉是高校最重要的无形资产,在很大程度上决定高校未来的发展。民办本科高校作为我国本科教育的重要组成部分,普遍存在社会不认可、公众不信任等问题,长期处于我国本科高校声誉系统的末端。导致民办本科高校声誉困境的原因主要有刻板效应的作用、信息传递的失真、政府行为的自利。提升我国民办本科高校声誉的策略主要有:一是民办本科高校要恪守契约精神、提高办学信誉;二是第三方评价机构要坚持客观公正、真实反映水平;三是政府管理部门要冲破政策壁垒、提高支持力度。

Reputation is the most important intangible asset of universities,which largely determines their future development.As an important part of undergraduate education,private institutions that generally have problems,social disapproval and public distrust have been at the bottom of undergraduate reputation system for a long time.The effect of stereotype,the distortion of information transmission,and the egoism of government behavior are the main reasons for their reputation dilemma.Also,the primary ways to improve their reputation are as follows:1.Private undergraduate schools should abide by the spirit of contract and improve their reputation;2.The third-party evaluation organizations should adhere to objective and fair evaluation and reflect the true level;3.Government ad・ministration should break down the policy barriers and provide more supports.