Knowledge Pedigree of the Image Study of Chinese Universities (1993-2022)

Abstract

With the rapid development of Internet technology and the need of world first-class university construction, the image problem of universities has become an important and complex proposition faced by researchers and university administrators. This paper takes 495 articles from the Chinese core periodical database and master and doctoral thesis library from 1993 to 2022 as samples, adopts the method of bibliometrics analysis, and uses the CiteSpace software to draw the knowledge map of university image research, and obtains the hot issues and evolution track in the research field. The results show that the research on the image of universities in China mainly focuses on the brand design and identification of the image of universities, the research on public relations and the research on communication. It focuses on strategy research and lacks basic theoretical research and empirical research. The psychological mechanism of university image cognition and the effect of marketing communication under the effect of network media have become a new research trend.