Investigation And Research On The Corporate Identity Of School Of Culture And Social Development Studies In Southwest University

Colleges and Universities have become the main places of education and scientific research in our country. Whether or not successful of universities' administration will decide, in a manner to say, the quality of individual's ability in China. As university has a few characteristics, such as broad campus, large number of teachers and students, relatively complete subject categories, many universities have set up several "schools" as the first-level administrative entities under the leadership of them. As an administrative entity, the school not only plays a role as the administrative center of its university, but also enhances the power of solidarity among teachers and students, and creates excellent brand to attract outstanding students as well. Furthermore, it strengthens the construction of related subjects which helps to advance scientific research. But the function, jurisdiction, efficiency dose not properly and usefully played a role in many schools, which have restricted the school's popularity and competitiveness. On how to efficiently develop the schools in the universities, it is widely acknowledged that high popularity and competitiveness of a certain school simply depend on good identity of its university, the ability of scientific research and quality of education of school itself.In the 21st century, identity has become the crucial factors which decide an organization whether or not achieve success during the fierce competition. The competitive situation in which schools of a certain university confronted are apparently turn to the competition of corporate identity between schools. So schools in university should focus on building their own identity in order to win the competitive advantage and obtain the maximal benefits in both economic and social.On the identity field of vision, the research tried to discuss how to administrate the school in university so as to exert true effectiveness and the function. The researcher chose the School of Culture and Social Development Studies of Southwest University as the research example. The related results of research are as follows:i. The researcher considers three dimensions would be carried on to discuss the school corporate identity, which are subject, object and relationship between the subject and object. Each of the dimensions contains six major factors -- the value idea, the cultural atmosphere, the administration system, the relationship criterion, the environmental factor, the visual factor.ii. We formed "Corporate Identity Questionnaire Aimed at the School of Culture and Social Development Studies of Southwest University" according to schools in university identity theoretical concept, through project analysis,reliability and validity tests, all results indicated that the questionnaire is suitable for the college corporate identity as the evaluation tool.iii. From the perspective of interior teachers and students, the data indicate that there were no gender differences in their evaluating toward the school's corporate identity, but vary on ages, level of education, the length of time about entering the school, occupation evaluation. Generally speaking, interior public aged between 26 to 30 shows significantly higher evaluation numerical value than that of other age of the interior public. The higher educational level indicates the higher evaluation of the school. The longer in entering the university indicates better evaluation to this school. Evaluation of interior staff's including teaching and administrative is obviously higher than interior student's.ix. From the perspective of exterior teachers and students, the data indicate that there were no gender differences in their evaluating toward the corporate identity of School of Culture and Social Development Studies, but vary on ages, level of education, the length of time about entering the school, occupation evaluation.x. From the perspective of relationship between subject and object, it is showed that corporate identity of the School of Culture and Social Development should be improved. As to the mode which suits college identity propaganda, the chose of interior public is not match to the exterior public. Regarding the appraisal about six factors and overall identity of this school, the interior public's appraisal is obviously higher than the exterior public's.xi. At last, the research put forward promote strategy of the corporation identity of School of Culture and Social Development, primarily at the subject dimension, object dimension, relationship between subject and object and six factors.Carrying out the theoretically and demonstrational research on school corporate identity, the results not only enriched the demonstration research contents in this field, but also had a meaningful exploration and trial in the ration research of school identity. The school cooperate identity was divided into three dimensions, and was derived six factors from Corporate Identity System, which not only the recompose and generalize but also surpass the former researches that would be a new start for future researches.