The Discursive Construction Of Chinese Education Training Center’s Organizational Identity

Due to the trend of the world educational development, academic education is very difficult to meet the people’s ever-increasing learning requirement and such rapid economic development. That is why training centers came into being. The emergence of training centers is for the purpose of serving the people from the younger to the elder. It can enter all aspects of social strata and satisfy them at their different life stages. Therefore, training centers have become popular and the essential part of our education.In order to attract public attention and gain public focus, it becomes the best way for the training centers to publicize themselves to construct their best images as an optimal option. Because internet has become the main platform of communication nowadays, it is essential for these training centers to present their advantages, enhance their credibility and catch possible guests’ eyes on their websites. Currently in this field, Juren, Xueersi and Ambow training centers have made great achievements. For this reason, this study will adopt the introductions on the official websites of these training centers as our data, with discourse-historical approach as the theoretical framework to make an analysis of the ways that these training centers achieve that goal.According to the analysis of the data collected, it has been found that referential discursive strategies, predication discursive strategies and argumentation discursive strategies are mainly adopted by these training centers in the present study to construct themselves as an optimal option. The present study applies Wodak’s discourse-historical approach to the analysis of training centers, which enriches and develops DHA and its strategies both at theoretical level and practical level. Another advantage of the present study is that the organizational identity has been studied through new lenses on how it constructs itself in its introduction. Thus, theoretical and practical guidance is supplied for other training centers, even other kinds of organizations, on how to create or establish their best images and to become an optimal option.