Research On The Construction Method Of Chinese University Culture Brand

University Brand culture is not only part of the university culture, but also a part of the university brand. As part of the university culture, university Brand culture is the university culture card, which is the essence part of the university culture, and would most likely be part of the cognition and identification; As part of the university brand, culture brand is one of the most effective way to build brand, is the core of the university brand construction. University culture brand construction is based on cultural heritage protection, and then refining and promote university’s cultural characteristics, which would be the most unique cultural characteristics of the integrated cultural brand for the school. Then, the university can reasonably take advantage of this unique cultural brand to enhance university’s comprehensive strength.University culture brand construction has important significance to the development of university. First of all, the construction of university culture brand is helpful to promote the comprehensive strength of universities. The function of cultural soft power has been increasingly recognized by scholars at home and abroad. University culture brand can show the features of university culture, thus to make the university can better play to its cultural functions. Second, university culture brand can improve internal cohesion. Third, the university culture brand can effectively promote the university’s profile and attractive. At present, the universities in China has gradually joined the world competition, therefore, the construction of university culture brand is effective to attract more outstanding teachers and students resources at home and abroad as well as to prevent the erosion is one of the ways of domestic excellent teachers and students resources. In recent years, the state education departments and universities gradually aware of the importance of the construction of university culture, they made great efforts on both.Firstly,this paper found the highest recognition, the most distinguish, the most symbolic content of the university culture, After the analysis of the predecessors’ research results, and has carried on the questionnaire survey, this paper found the university culture content of the four dimensions, respectively is the concept of dimension, historical dimension, human dimension, and environmental dimensions and is supported by the four dimensions of university culture brand framework.Secondly, based on the understanding of the present situation of our university culture brand is the precondition of research and the foundation, Through the questionnaire survey, this paper inspects the situation of university culture brand awareness in China, recognizable situation and the situation of the brand value.To understand the present situation of university culture brand is the premise and foundation of,this article have investigated the present situation of university culture brand construction in China from the following three aspects: 1, if there is a university culture brand awareness-? 2, recognizable- if there is a distinctive culture brand? 3, the value- whether university culture brand has value, whether effective? Therefore, this article has carried on the university culture on our brand awareness and identification as well as the stability of the questionnaire. Obtained the widespread, the construction of the university culture brand in the recognition, identification, value degree and three low phenomenon through a large number of literature research and comparative research and analysis the problems of university culture brand, and form the cause of the problem.Finally, this paper uses the theory of cultural strategy, draw lessons from the method of brand construction of enterprise culture into the brand construction of university culture, put forward the Suggestions for the development of university culture brand. Hope that this article research results can play a positive role on this question.