The Model Of University Brand Communications Research

In21^st Century, the competition in the world is the competition of Comprehensive National Strength. Meanwhile, China performs noticeably well and leads the world into the Chinese age. Looking back the past30years, Reform and Opening‐up policy has enhanced hard power. If hard power is a tangible carriage, soft power s an invisible extension. Colleges and universities, which are responding for personnel training, scientific and technological innovation and social services, are significant parts of soft power. In the meantime, soft power emerges from colleges and universities promote the development of hard power. The branding of high education, is an integrated promotion of soft power as well as a way to show strong and hard image definitely. The branding of Chinese high education from part to whole and from national to international will not only improve the performance of national college and Universities but also show the national soft power around the world.It has been more than ten years since the conscious branding of Chinese high education. Numbers of campus has already built up their brand‐image systems. University Unions are also enhancing the overall brand image among each other, such as Tsinghua University Union and Peking University Union. However, they set up their system while not taking the initiative to execute branding communications. This thesis choose communications of Public Relation as entry point to explore the Campus branding communications and perfecting the campus branding methods.The innovation here is building a integrated public relations model, which is based on James Grunig model usage among public relations （1976）.The campus PR communication model considers the three communication environments–Brand Maintenance, Crisis and Events. Its communication suggestions not only includes the different campus span also campus branding depth needs of different periods. It aims set up a Campus PR Communication System, which can give reasonable PR‐Communication solutions responding to the different requires of targets, subjects, channels and effectness.