The Influence Of Network Transmission To The University Image Creation Research

Good university image can enhance the visibility and reputation of a university.Strengthening the core competitiveness of a university is the valuable intangible assetfor the development of a university. The Internet plays an important role in universityimage management due to its characteristics such as timeliness， openness， interactionand anonymity, etc. With the high popularization of the Internet, the society pays moreattention to universities, and the intense competition increased between universities,with this condition on above，to discuss university image management，research theproblem on the network to the influence of modeling university image，enlarge socialimage of university and establish university’s brand value already became a brand newtopic in many universities in the new period.The network can spread information on real-time, and grow in the level of fastspeed； and also difficult to control the process of its spread. The characteristics of thenetwork transmission make the general small events of universities, evolved into hotissues even crisis, and in recent years, college image crisis presents more and more andgrows rapidly. The network transmission greatly weakened the function of sense oftraditional "information gatekeeper", and shorten the handling time about universitydealing with crisis on Image crisis, the strength and negative frequency of vortex on lineof the image of the university continuously increased, and the image is often damaged.The concepts of the relevant image of university were cleared up theoretically inthis paper, based on which to analyze features and influence of the network spreading,with the network spreading to the modeling of university image as a logic starting pointof researching, do the empirical research on current situation of university image in thenetwork spreading from the Angle of the audience, combined with some typical eventof the university image crisis were resulted in by the network opinion, to explore theinfluence of the modeling of university image by the network spreading. With the contrast between the mode of university image modeling under theinfluence of the network spreading and the mode of university image modeling undertraditional media environment is found that: the top-down single mode before becometo two-way mutual spreading mode, and the boundary between disseminators andrecipients is blurred； the spread of diversification； the Information source of multiplechannelization and so on. Face to all this changes, to establish the plan of the newuniversity image modeling will have some urgency and necessity.Network transmission in university image crisis has a positive and negativetwo-way spreading effect, and it profoundly influenced the information transmission.The last of this article from three aspects of the universities, the network media, and thesocial public to construct strategy of university image modeling by the influence of thenetwork spreading.Based on the questionnaire survey and the case analysis, getting the followingconclusion: the network transmission is the most important factors on the universityimage spreading； the negative effect of the network transmission could encouragecolleges and universities make the necessary adjustments in the image managementprocess, and finally will be a positive effect； The network communication can improveinsufficiency before in the cognitive in colleges universities.