Research On Communication Strategy Of University Brandimage Based On The Campus Media

Nowadays, the university brand has gradually become the standard on comprehensive strength of the university that people identify one’s academic research level, science and technology of innovation ability and so on. The university brand is not only a simple word, but it is representative of the inheritance of university culture and the accumulation of history. With the social development while continuously pushing forward, thebulk of the material desire and the loss of the humanistic spirit make the university spirit weaken and erode to some extent. How to promote and publicize the university culture effectively and create the university brand culture with self-characteristic between many of the same type of colleges and universities, campus media is a practical breakthrough.In All media era, the campus media holds an important place in the university brand imagespreading. Through exploring the development road of campus media, analyzing the existing communication strategy ofcampus media and comprehendingthe characteristics of the campus media, in order to broaden the scope of the campus media, enrich the mode of transmission and communication contentof the campus media, putforward the strategy to effectively spread the University brand image to enhancethe brand culture and sublimatethe university brand connotation.Based on theoretical foundation of the academic research of the campus media and university brand image communication strategy, the essay expounds the relationship between the two, lists and sums up the practical cases and experiences. The essay focuses on the perspective of campus media and expands specific research as an example of East China University of Science and Technology, whichintroducesthe operation situation of campus media about East China University of Science and Technology,and research on the innovation of the traditional media in campus media, the position, promotion and communication of the new media and the fusion between traditional media and new media, in order to seek to promote the spread of the university brand image strategy aboutEastChina University of Science and Technology, and present the effect of the research through the design examples.