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| The Realistic Predicament and Path Choice of University Cultural Image Communication |
| WANG Xiao-yang |
| （School of Management, North China University of Science and Technology， Tangshan 063000, China) |
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Abstract The communication of university cultural image composed of university spirit, university idea and university culture carrier, is the powerful weapon of shaping excellent brands of universities, enhancing the soft power of university and maintaining the universitys advantages of longterm development. The communication of university culture image is facing with the realistic predicament and challenge influenced by the social transformation, the development of new media, the transformation of personal values and other factors. This paper explores the path of the university cultural image communication as follows: sort out and construct the unique image of university culture; establish the central position of people in the university cultural image communication; use a variety of media forms and ways of communication; attach importance to the audience and feedback for improving the effect of communication.
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2016, Vol. 10 
