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《Journal of Gannan Normal University》 2014-02
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Negative Effects and Countermeasures of University Rankings on Local University Brand Construction

CHEN Lin;LI Xueping;College of Education,China West Normal University;  
Local university brand construction is an inevitable choice to achieve sustainable development,university rainkngs have become an important outside factor in the brand construction of local universities. Local universities rely on imperfect university rankings too much,which may have many potential negative effects on their brand construction,including induction of local university brand building to chase profit,excessive emphasis on brand planning,overfull reliance on hard power construction,blandly setting hot subject,distorting the correct idea of educational development and so on. In this regard,local universities should insist on the construction of the core competitiveness,actively promoting the soft power,focus on the advantages of discipline development and insist on the school running characteristics and a series of countermeasures to reduce or even eliminate these negative effects.
【CateGory Index】: G649.2-F
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