College Image On The Evaluation Index System And Use

The image of university is the best explanation and performance for its characteristics, which forms in a long time university development. In recent years, it has made great achievements in image-building of university by University Identity System (UIS), which is used to be an effective tool for image-building of university.The research priority of this paper is using UIS to evaluate the image-building of university. It is identified by collecting and comparing the domestic image-building research results of university. UIS includes University Mind Identity (UMI), University Behavior Identity (UBI) and University Visual Identity (UVI). This three aspects of UIS are the base of evaluation, which are used to evaluate and research the actual conditions of image-building of Kunming University of Science and Technology (KMUST)In introduction part of this thesis, the purpose and meaning of university's image-building have been brought up. Based on the review of home and abroad university's image-building research and the focus of this study is image-building evaluation with UIS. The idea and method of this study also has been proposed. Next, the paper introduced the definition, origin, development and current situation of UIS, and there is a comparative analysis between UIS and Corporate Identity System (CIS).On this basis, we hold that the reason why UIS and CIS have many differences between their Mind Identity (MI), Behavior Identity (BI) and Visual Identity (VI) is organization's goals are different from each other. After that,23 factors are selected from the main elements of UIS, which is to build the evaluation index system for image-building of university. Likert scale and factor analysis are used to establish the final evaluation index system. Then, the evaluation index system and the evaluation model are used to evaluate the image-building of KMUST. The conclusion of this study showed that the evaluation result in the image-building of KMUST was slightly satisfied, and subject characteristics, university motto, the style of study, research results and other factors had played greater impact. Finally, on the basis of 14 important factors that have been proposed, the thesis put forward relevant suggestions that were to construct the image of KMUST.