高校品牌形象国际传播的影响因素及作用模型建构——基于对来华留学生需求的分析

Influencing Factors and Role Model Construction of International Communication of University Brand Image--on the Basis of the Analysis of Needs of International Students Studying in China

基于对来华留学生需求的分析,运用扎根理论研究方法凝练我国高校品牌形象国际传播的影响因素,发现我国高校品牌形象国际传播的主要影响因素有形象识别、生活质量、人力资源、合作交流、精神文化、管理体制以及科研教学等方面。通过分析这些主要范畴之间的内在逻辑关系,提出高校品牌形象国际传播应遵循“认知基础—态度偏倚—情感依附”的规律,并据此构建来华留学生对高校品牌形象认知过程的作用模型,以期为我国高校品牌形象的国际传播提供参考。

On the basis of the analysis of the needs of international students studying in China,the grounded-theory research method is applied to refine the influencing factors of the international communication of China’s university brand image.It is found that image recognition,quality of life,human resources,cooperation and exchange,spiritual culture,management system,and scientific research and teaching constitute the main influencing factors of the international communication of university brand image.By analyzing the internal logical relationship among these main categories,it is proposed that the international communication of university brand image should follow the rule of“cognitive foundation—attitude bias—emotional attachment”.On this basis,a role model of international students’cognitive process of university brand image is constructed to provide reference for the international communication of China’s university brand image.