【作者】 徐骏；

【导师】 叶江； 郑华；

【作者基本信息】 上海交通大学 ， 公共管理， 2009， 硕士

【摘要】 在市场经济和全球化的背景下,高等教育国际化进程日益加速,我国高等院校的国际交流合作活动也呈现系统化、多样化趋势。国际化在给高校带来广阔市场前景的同时也创造了激烈的竞争环境,高校要想在竞争中脱颖而出,必须着力提升自身形象。良好形象是高校综合实力的体现,是大学良性发展的保障,国内各高校都已认识到这一点,开始通过各种途径塑造自身形象,其中国际交流与合作在塑造高校形象上的作用日渐突出。本文结合公共关系理论和方法论述国际交流合作对于塑造高校形象的意义,分析存在的问题与不足,探索树立良好高校形象的新方法。全文共分为五个部分,第一章介绍研究的由来、意义、方法与国内外研究现状;第二章论述高校形象塑造的内涵、过程及国际交流合作与形象塑造的关系,构建起文章的理论架构;第三章重点分析三种传播形式和跨文化交流在国际交流合作中的运用及对高校形象塑造的影响;第四章介绍国外先进经验、分析我国高校不足,第五章结合国外经验与我国实际情况对适合我国高校塑造形象的方法进行探索。本文主要采用案例研究法和档案分析法,通过分析国内高校和上海交通大学在国际交流合作方面的具体实践,对比国外高校的成功经验,结合公共关系理论阐述国际交流与合作对高校形象塑造的意义,对如何提升中国高校形象提出建议。更多还原

【Abstract】 With the development of market economy and the spreading of globalization, internationalization is speeding up in higher education and a trend of systemization and variation is spotted in international education exchange in Chinese universities. Internationalization brings a wide market as well as strong competition to institutions of higher learning, which should focus on upgrading their images if they want to stand out in the competition. Chinese universities have realized that a favorable image is a display of their all-round strength and a guarantee of their smooth development. Therefore, they have tried to build their images in various means, among which international exchange and cooperation is playing an ever more significant role.With the theory and methodology of public relations, this paper explains the significance of international exchange and cooperation to university image building, analyzes existing problems, and explores new approaches to image building of universities. The paper begins with the preface, in which the author describes the cause, significance and methodology of the research together with current research findings in this area. A theoretical frame is set up in the second chapter, in which the contents and process of university image building are laid out with the effects of international cooperation and exchange on image building. In the third chapter are explained the application of three communication approaches and cross-cultural exchange in international cooperation and exchange and their respective impacts upon university image building. The author then introduces in the fourth chapter some advanced experiences of foreign universities and analyses problems existing in Chinese university. Lastly, ways of improving images for Chinese universities are explored in the fifth chapter.Case study and file analysis are applied in the paper, and theories of public relations are used, to explain the practice of international exchange and cooperation in Shanghai Jiao Tong University and other Chinese universities, and how it is impacting the university’s image, so as to enlighten on how to upgrade the image.更多还原