[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-0-en-105":3,"doc-seo-603203-105":59,"doc-detail-603203-en":130},{"code":4,"msg":5,"data":6},0,"success",[7,13,18,23,28,33,38,43,48,51,55],{"id":8,"doc_module":4,"doc_module_name":9,"category_name":10,"show_sort_weight":11,"slug":12},1,"Document","Story & Novel",90,"story-novel",{"id":14,"doc_module":4,"doc_module_name":9,"category_name":15,"show_sort_weight":16,"slug":17},2,"Literature",80,"literature",{"id":19,"doc_module":4,"doc_module_name":9,"category_name":20,"show_sort_weight":21,"slug":22},4,"Exam",70,"exam",{"id":24,"doc_module":4,"doc_module_name":9,"category_name":25,"show_sort_weight":26,"slug":27},5,"Comic",60,"comic",{"id":29,"doc_module":4,"doc_module_name":9,"category_name":30,"show_sort_weight":31,"slug":32},6,"Technology",50,"technology",{"id":34,"doc_module":4,"doc_module_name":9,"category_name":35,"show_sort_weight":36,"slug":37},7,"Healthcare",40,"healthcare",{"id":39,"doc_module":4,"doc_module_name":9,"category_name":40,"show_sort_weight":41,"slug":42},8,"Research & Report",30,"research-report",{"id":44,"doc_module":4,"doc_module_name":9,"category_name":45,"show_sort_weight":46,"slug":47},9,"Religion & Spirituality",20,"religion-spirituality",{"id":46,"doc_module":4,"doc_module_name":9,"category_name":49,"show_sort_weight":46,"slug":50},"World Cup","world-cup",{"id":52,"doc_module":4,"doc_module_name":9,"category_name":53,"show_sort_weight":52,"slug":54},10,"Lifestyle","lifestyle",{"id":56,"doc_module":4,"doc_module_name":9,"category_name":57,"show_sort_weight":24,"slug":58},19,"General","general",{"code":4,"msg":60,"data":61},"ok",{"site_id":62,"language":63,"slug":64,"title":65,"keywords":66,"description":67,"schema_data":68,"social_meta":123,"head_meta":125,"extra_data":127,"updated_unix":129},105,"en","how-one-university-in-china-promotes-its-positive-images-strategies-and-legal-actions","HOW ONE UNIVERSITY IN CHINA PROMOTES ITS POSITIVE IMAGES - Strategies and legal actions","","A study explores strategies universities use to promote positive images, using a successful Chinese university as a typical case. Researchers review university office files and relevant official websites with administrator verification for validity. Results identify distinctive image-promotion strategies and the university’s aggressive legal actions against infringers of its image and trademarks. The study emphasizes how HEIs build competitive advantages through image management.",{"@graph":69,"@context":122},[70,84,105],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":40,"@type":76,"position":81},"https://docshare.wps.com/document/research-report/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/how-one-university-in-china-promotes-its-positive-images-strategies-and-legal-actions/603203/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/how-one-university-in-china-promotes-its-positive-images-strategies-and-legal-actions/603203.png","ImageObject",300,407,{"name":92,"@type":93},"moss~","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","application/pdf","2026-10-16","2026-10-15",true,{"@type":102,"interactionType":103,"userInteractionCount":8},"InteractionCounter",{"@type":104},"ViewAction",{"@type":106,"mainEntity":107},"FAQPage",[108,114,118],{"name":109,"@type":110,"acceptedAnswer":111},"What is the study’s main purpose?","Question",{"text":112,"@type":113},"To examine strategies used by universities to promote their positive images, focusing on a successful Chinese university as an example.","Answer",{"name":115,"@type":110,"acceptedAnswer":116},"How were the study data collected and validated?",{"text":117,"@type":113},"Researchers reviewed related files from university offices and relevant university websites, and the collected data were verified by a university administrator.",{"name":119,"@type":110,"acceptedAnswer":120},"What key findings does the study report?",{"text":121,"@type":113},"It identifies unique strategies the university uses to promote its image and highlights aggressive legal actions taken against infringers of the university’s image and trademarks.","https://schema.org",{"og:url":83,"og:type":124,"og:title":65,"og:site_name":95,"og:description":67},"article",{"robots":126,"canonical":83},"index,follow",{"doc_id":128,"site_id":62},603203,1792112919,{"code":4,"msg":5,"data":131},{"doc_id":128,"user_id":132,"nickname":92,"user_avatar":133,"doc_module":4,"category_id":39,"category_name":40,"doc_title":65,"doc_description":67,"doc_content":134,"file_id":135,"file_url":136,"file_type":137,"file_size":138,"view_count":8,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":139,"language":140,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":141,"faqs":142,"seo_title":143,"seo_description":67,"update_tm":144,"read_time":145},962090895452,"https://ap-avatar.wpscdn.com/davatar_a8503ba1806abce46bf441b54a3ca4cd","HOW ONE UNIVERSITY IN CHINA PROMOTES ITS POSITIVE IMAGES*  \nHONGYING XIAO  \nTsinghua University, China  \nABSTRACT  \nThe purpose of this study is to explore the strategies used by universities to promote their positive images. A university in China known for its success in promoting its image is cited asa typical example of the strategies it employs. The researchers were given permission to review related files of the university offices and relevant university websites. The data collected through this review process were verified by a university administrator to be valid. The findings ofthe study identified not only the unique strategies employed by the university to promote its image, but also the aggressive legal actions taken by the university to sue the infringers ofthe university image and trademarks.  \n*This paper was written based on the interim outcome of the 2022 Focus Discussion Topics of The 14th Five-Year Plan of the Beijing City Education Science  \nTopic Registration Number: CCAA22030  \nTopic Presenter: Hongying Xiao  \nINTRODUCTION  \nThe university image is a representation of a composition of all the elements that contribute to the university reputation. As expressed by Gutiérrez-Villar, Alcaide-Pulido and Carbonero-Ruz (2022), institutional reputation is a determinant factor in measuring image of an institution in higher education. The image of a university as perceived by Hernes (1993) is a powerful center of knowledge in which the university plays in thinking and research, personal growth, and social change. In their research on institutional images, Alcaide-Pulido, Alves and Gutiérrez-Villar (2017) conceptualized institutional images to be formed of four constructs: external communication and values, national and international recognition, economic value, and facilities.  \nA higher education institution (HEI) assumes great social responsibilities. Not only does it need to offer high quality services to the public, but it also has to create and promote an attractively positive image to distinguish itself among all other global institutions. narrated by Alcaide-Pulido, Alves and Gutiérrez-Villar (2017),“It is crucial that HEIs develop diverse marketing and management strategies, above all image management, since this will make them competitive in the market and provide their managers with decision-making capacity.”(p. 164) Munjin (2022) also added that it was crucial for educational institutions to build the brand image to survive within the competitive struggle in higher education. Therefore, it is important for universities to adopt strategies that create competitive advantages for themselves. Creating a positive image of the university is one such strategy (Panda, Pandey, Bennett & Tian, 2019) .  \nSince the promotion of university images is of prime significance to a university, it is the purpose of this study to examine how top research universities in China plan to establish and promote their images to distinguish themselves from other competing universities in the world. This article starts with a review of current literature that relates to the development of institutional images in higher education. Then, data were collected from the file documents ofa selected research university in China to see how it plans to promote its university image. A critical review of the strategies the university uses to promote their images is made with reference to the literature reviewed. Recommendations are made by the authors to the university strategic planners to enhance  \nEducational Planning | Spring 2025 77 Vol. 32, No. 2  \ntheir effort in promoting the image of their university. What this top Chinese research university has experienced in promoting the university image offers valuable lessons for other universities to learn.  \nREVIEW OF LITERATURE  \nPreferences to Higher Education Institutions  \nHigh school students and their parents work hard to look for universities that suit their particular needs. Images of uni","cbCainAxHgKsDX67","https://ap.wps.com/l/cbCainAxHgKsDX67","pdf",198473,11,"English","# Abstract\n# Introduction\n# Review of Literature\n## Preferences to Higher Education Institutions\n## Factors Contributing to University Images","[{\"question\":\"What is the study’s main purpose?\",\"answer\":\"To examine strategies used by universities to promote their positive images, focusing on a successful Chinese university as an example.\"},{\"question\":\"How were the study data collected and validated?\",\"answer\":\"Researchers reviewed related files from university offices and relevant university websites, and the collected data were verified by a university administrator.\"},{\"question\":\"What key findings does the study report?\",\"answer\":\"It identifies unique strategies the university uses to promote its image and highlights aggressive legal actions taken against infringers of the university’s image and trademarks.\"}]","HOW ONE UNIVERSITY IN CHINA PROMOTES ITS POSITIVE IMAGES - Strategies and legal actions | PDF",1792095894,28]