Research Universities In The Competitiveness Of The Brand In The Undergraduate Training

It is the responsibility of any well established research university to strive to be a top university in the world and to build brand of a global top university. Faced with the new global situation, the speeding up and the deepening of the global economic integration process, the fierce competition in the higher education market, it has been one of the very important issues for the universities to consider how they could find out a way to develop themselves and cultivate their own brand core competitiveness in this fiercely competitive market.Research oriented universities'works center round disseminating, producing and application of innovative knowledge. Their target is to conduct high level scientific research and cultivate elites. Universities should play an important role in the development of society, economic construction, scientific and technological advancement, cultural prosperity and national security. Universities should play a significant role in strengthening a country's core competitiveness and overall national strength. However, the cultivation of talents, particularly the cultivation of undergraduate is the basic foundation of research oriented universities.This research will discuss the connotation and characteristics of brand core competitiveness of research oriented universities based on the personnel cultivation of undergraduates. The research will also design the evaluation systems, evaluation methods and study measures to improve the quality of undergraduate so as to nurture and enhance the brand core competitiveness of research oriented universities.On this basis, this paper will include empirical analysis which takes Shanghai Jiaotong University as an example. Jiaotong University is directly affiliated to the Ministry of Education. The paper will also propose some detailed measures of brand image design, deepening process of educational reform and the integration of high-quality resources.I hope this paper, the research work and its output could provide some reference for China's research oriented universities to build brand and nurture their core competitiveness.