Research On The University Brand Image Based On The School Portal

As the age of internet coming, the communication of university brand image create new development opportunity. As the "network card" of the school, the university portal is to show the overall image of university in the network world, but also the image of the whole show in the network world. For the communication of university brand image, the portal not only to expand the brand image transmission channel, also realize the interaction of university official institutions and the public, affect the public understanding and evaluation of University brand.This paper attempts to apply the theory of brand communication, from the UIS image recognition perspective, discuss the university brand image recognition elements in the direction of the school portal nets spreading process performance, problems, effect and development. The main study is divided into four parts.(1)Based on the UIS theory, explained the construction of university brand image, the relationship between "brand image" and "university brand image","university brand image recognition system" and "university website portal" and each other.(2)The analysis take School brand image communication on the university website portal for case, take wuhan seven subordinate Universities (Wuhan University, Huazhong University of Science and Technology, Huazhong Normal University, Huazhong Agricultural of University, Zhongnan University of Economics and Law, Wuhan University of Technology) school portal as a case study, present situation and characteristics of UIS identified by theory of comprehensive university portal in university brand communication process, from the three aspects of the image recognition system three aspects:idea recognition, behavior recognition, visual recognition for entry, and learn from the brand communication theory research.(3) Through the investigation on the cognition, attitude, behavior level of school brand image communication university portal net effect.(4) Discussed the experience and shortcomings of the fourth part of school brand image dissemination of the portal, and proposed the corresponding solution strategy. At the same time, analyze and forecaste the brand image of the spread of the school portal in the future.