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Research on the Management Strategies of the University Brand Based on the UIS Theory

Author: WangSai
Tutor: LiChengEn
School: Dalian University of Technology
Course: Educational Economy and Management
Keywords: Brand University of brands UIS Tactics
CLC: G647
Type: Master's thesis
Year: 2011
Downloads: 153
Quote: 0
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Abstract


With China's social and economic development , the impact of the market economy on the field of higher education in China continues to increase, especially in the development of higher education from elite to popular . The future direction of development of the University , the university should play in the end what kind of role play what role in the process of human and social development , a series of questions come out, at the same time has become more fierce competition between universities , the universities hope prominent feature of the school in order to attract more talent , create their own unique university brand to distinguish it from other schools . In this paper, UIS ( University Identity System ) as the theoretical basis for the construction of the university brand and asked the university brand building strategy on the University brand building new ideas and new methods , has important significance in theory and practice . In this paper, literature research , system analysis , comparative analysis and other research methods , based on a review and analysis on the the brand , University brand , UIS theory and universities organize imports UIS significance , the status of the University of brand building in accordance with the UIS a composition of parts: University of the concept of identification ( UMIS ) , University of behavior recognition system ( UBIS ) , University Identity System ( UVIS ) and the university environment recognition system ( UEIS ) conduct analysis, through the analysis of the universities in China in brand building achievements and problems , the University brand building strategy to address these issues .

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