-How to establish brand association.
Warm and rich
College students' associations are based on the common interests and hobbies of college students, and are established through certain procedures with the consent of school functional departments for the common goals and ideals. Corporate culture in colleges and universities refers to the spiritual wealth, cultural and psychological atmosphere created by student associations in colleges and universities in the long-term activities, as well as the activity forms and material forms that bear these spiritual wealth and cultural and psychological atmosphere. It is the sum of material wealth and spiritual wealth of student associations in colleges and universities. As an organic whole of the goals, codes of conduct and ways of thinking followed by community members, community culture is not caused by a single factor, and often requires long-term cohesion. This paper will first make a brief analysis of community culture, and then talk about how to build a brand community through "community culture construction in colleges and universities".
First, the connotation and characteristics of college community culture
The voluntary association of college students is the basis of the formation of college community culture. Corporate culture in colleges and universities includes corporate activities, corporate image, corporate values, corporate spirit, corporate brands and cultural products. Community activities are the dynamic and concrete manifestation of college community culture, and they are the most distinctive and influential part of college community culture. Community values are the core of community culture, and it is the general view of community activities, members' work behavior and the establishment of community public image. Community spirit is the belief and unremitting pursuit formed by the community in its long-term activities, and it is cultivated and formed by the community based on its own nature, mission, purpose, requirements of the times and development direction. Community cultural products are the material carrier and materialized form of community culture.
Community culture in colleges and universities includes the following characteristics:
Subjective and objective identity. College students, as objects, accept the influence of corporate culture in colleges and universities, and accept the emotion, thought, will, value and significance endowed by the cultural environment. Finally, as the main body of corporate culture in colleges and universities, it is manifested in the principle of dominance and enjoyment of corporate culture, that is, college students create culture, transform culture and evaluate culture according to their own needs. College community culture is created by college students in practice. It pays attention to people's subjective needs, respects people's dominant position, exerts people's initiative, enthusiasm and creativity, develops people's subjective ability and shapes people's subjective personality.
The identity of instrumentality and purpose. People's needs produce motivation, and motivation produces behavior. College students organize or participate in community activities to create or transform community culture, the purpose of which is to meet their own needs, such as emotional needs and development needs, and to realize their expectations and goals with the help of groups. Participating in community activities has become a tool and means for college students to achieve their goals.
The identity of absorption and radiation. The corporate culture of colleges and universities has a strong attraction to social culture. Constantly draw nutrition from social culture, enrich the connotation of community culture, enhance the times of community culture, improve the taste of community culture, and better exert its influence on college students. At the same time, there are two ways for community culture to radiate to society. First, improve the practical ability of college students and cultivate outstanding talents for the society. Second, student associations go deep into rural grassroots and urban communities to carry out activities and spread advanced culture and technology.
Second, the function of college community culture
Different from other social organizations, community is a student group formed on campus because of the consistency of interests and research directions. The biggest feature of membership is voluntariness, looseness and mobility, which is not mandatory for members like other organizations. Therefore, students' recognition of the goals and culture of the club is the prerequisite for the real survival and development of the club. The University Association has the following functions:
Educational function. The educational function of community culture is not realized by hard indoctrination, such as rules and regulations, but by community activities and the environment and atmosphere they form. Because of the autonomy of activity choice, the direction of goal and the consciousness of behavior, it has good educational effect to a certain extent, especially the cultivation of psychological quality, moral cultivation and civilized behavior. For example, the Association of Agriculture, Rural Areas and Farmers of our school organized a long-term teaching activity in Wu Wen School in Magezhuang. Seeing the poor teaching conditions of migrant workers' children, every member of "agriculture, rural areas and farmers" cherishes his present learning opportunities more and spontaneously offers a love for them.
Develop functions. Community culture can improve students' social skills. The social skills mentioned here include the ability to express themselves, show themselves, communicate with each other, compete and cooperate. These social skills can only be cultivated through interpersonal activities. Generally speaking, the more equal the interpersonal relationship, the greater the improvement of people's social ability. Because only in this kind of interpersonal communication can individuals get sufficient opportunities to imitate, show, question, communicate, compete, mediate and cooperate. Therefore, the potential of student associations characterized by equality in promoting the development of students' social ability is greater than that of classes and other formal student organizations. In community activities, students gradually form and develop their own social abilities through the agreement on content, the determination of purpose, the allocation of roles, the preparation of tools, the adjustment of conflicts and the evaluation of results. For example, the "Red Cross" in our school has its own characteristics in "peer education" inside and outside the school. Through communication with peers, peers can understand things that are usually difficult to say. The whole process is interspersed with carefully designed games, questions and answers, etc. , showing the cooperation and coordination of the members of the Red Cross.
Constructor. Facing the new social trends and competitive requirements, contemporary college students actively seek ways to cultivate their abilities and qualities. The needs of college students are hierarchical, diverse and changeable. However, it is impossible for schools alone to fully meet students' needs for success. It is also impossible for schools to use their own strength to meet the development needs of students. The corporate culture of colleges and universities makes use of its own advantages to help schools do a good job in all aspects, meet the diverse needs of students through a large number of multi-level and multi-faceted activities, promote the construction of school style and spirit, promote college students to become talents, effectively resolve contradictions, enhance students' feelings for the school, enhance the cohesion of the school, and promote the construction and development of the school. For example, the Mathematical Modeling Association of our school enables science and engineering students to learn more professional knowledge outside textbooks and promote the construction of study style.
Intermediary function. As the basic organizational unit of corporate culture in colleges and universities, student associations are at the middle level between schools and students, and they are voluntary combinations among students, so they have the functions of media, regulation, service and supervision. It is the middle and connecting point of school management students and can play its two-way service role. Through regular community activities, coordinate and communicate among community members, communities and schools. Student association activities have become an important and real window for colleges and universities to understand the dynamic needs of college students' thoughts. It is helpful for colleges and universities to truly and accurately grasp the ideological trends and pulse of college students, adjust their working ideas, and improve the pertinence and effectiveness of their work. Our school's "Try Comics Club" and "X-ROLLER Roller Roller Skating Club" have made great achievements in this respect. He often participates in domestic competitions at all levels and has achieved remarkable results. Not only won the honor for the school, but also strengthened the communication between the school and the community.
Social function. As a bridge and communication channel for college students to go to society, corporate culture in colleges and universities applies social requirements and social norms to college students, builds a platform for college students, and finds the combination point between societies. Through community culture, college students learn to adapt to various social norms, knowledge, skills and lifestyles, so that they can develop in all aspects, achieve dynamic balance and coordination with society, and promote their socialization. The corporate culture of colleges and universities acts on society by acting on college students. While cultivating talents for the society, it blends with social culture, enriches and prospers the social culture of teenagers and promotes the construction of socialist spiritual civilization. Our school's "Free Promotion Agency", "Sound Factory" and other associations have held a number of influential and prestigious competitions inside and outside the school through close cooperation with the industry, which can be described as a model of "bridge" between society and college students.
Third, how to establish brand association.
Based on the importance and characteristics of community culture, I believe that building a brand community should follow the following four basic principles.
Principle of advancement. In the process of building brand associations, we must take Marxism-Leninism, Mao Zedong Thought and Deng Xiaoping Theory as the guidance, establish correct values and codes of conduct and adhere to the correct development direction according to the requirements of the development direction of advanced culture.
The principle of innovation. Practice tells us that innovation is strong and conservatism is weak. Innovation brings vitality, innovation means vitality, and innovation breeds development.
The principle of coordination. Respecting students' dominant position and giving full play to teachers' leading role in the construction of community culture in colleges and universities are in parallel and dialectical unity; Strive to realize the organic combination and interaction between community activities and classroom teaching activities; Pay attention to the unity of community hardware construction and software construction; Encourage students to carry out community activities, give active support in material and financial resources, and at the same time strengthen system construction, standardize community operation, so as to live without chaos, and form an active situation in which a hundred flowers blossom and a hundred schools of thought contend.
Open principle. Student associations should establish an open consciousness, strive to break the boundaries between departments, schools, regions and countries, strengthen the links, cooperation and exchanges between student associations, actively carry out inter-school exchange activities, realize resource sharing and complementary advantages, promote their own development, and improve the influence and radiation of student associations.
To establish brand association, we should also pay attention to the following aspects:
1. Establish and improve community values. Every club member should have a sense of responsibility, a clear division of labor and tacit cooperation; Identity, support association and identity management; The spirit of cooperation, unity, coordination, participation and dedication; An innovative spirit, which is the collision of ideas and the release of creativity.
Standardized and diversified management, adhere to the people-oriented principle. Under the existing conditions of colleges and universities, the competition of clubs is, in the final analysis, the competition of the quality of club members. The members of the club are very mobile, and many new members will be replaced in one or two semesters. It is very important to attract more students to participate in it for a long time and manage it effectively. The management idea of the association should strengthen the members' consciousness of efficiency, honesty and innovation, and improve their sense of identity and team belonging. Cultivate and bring up high-level management talents to realize standardization and diversification of management.
3. Create a brand of community activities. This is an important prerequisite for the club to attract more students' attention and join the club. Without brand activities, it is impossible to establish an image on campus, expand visibility and enhance influence. For example, the activities mentioned above, such as peer education of the Red Cross, teaching activities of the three rural societies, cosplay activities of the comic society, and the original song contest of the Freedom Promotion Society, all have a long history and fine traditions, which can be described as "brand activities". This is also an important reason why they can become "brand clubs".
Fourth, attach importance to the image design of associations. Image design plays an important role in the construction of brand association from the outside to the inside, making Lenovo a window for external display and representing Lenovo's operation and development concept. Therefore, the long-term interests and image of the community need to be considered in the design of community signs and the planning of activities and publicity. All the clubs in our school have eye-catching logos, among which the logo of "X-ROLLER Roller Roller Skating Club" is very representative.
In a word, college associations play an irreplaceable role in strengthening quality education, improving the effectiveness of college students' ideological and political work and enhancing the image and influence of colleges and universities. As managers and members of the club, only by being familiar with the cultural connotation and characteristics of the club and grasping the "four principles" and "four practices" can we create a veritable "brand club".