The Study Of University Identity Of Alumni

Alumni are the important resources of the university, the research of the university identity of alumni can contribute to the management of alumni. In this study, university identity can be divided into four dimensions:emotion, cognition, evaluation, and behavior, based on this dimensions, there are two analysis models are constructed, one is the model of characteristics, and the other is the model of factors. The former model includes mnemonic university identity, critical university identity and obscure university identity. The latter model analyzes two kinds of factor, one is the significance factor, and the other one is the protection factor. Since the opposite of identification is not disidentification, but rather, no identification. Similarly, the opposite of disidentification is no disidentification. Significance factor contributes to identification and protection factor contributes to no disidentification. The study also researches the group of Xiamen university alumni who worked in Taiwan after graduated. The result is that this special group has mnemonic university identity. The significance factors are dietary conditions, school spirit, school history, study, academic atmosphere, the status and reputation of the school, the school management, teacher’s words and deeds, teacher-student relationship; the protection factors include campus natural environment, accommodation, library services, school ceremonies, the relationship between students, community activities, work-study. This study suggests that, for boosting the university identity, collage should improve the significance factor and maintain the base line of the protection factor.