The Management of University Image in Network Situation

University image is a precious intangible asset. It will be of significance to build a good university image, which not only promotes the popularity and reputation of universities, but also enhances the core competition capacity of universities. Network has been playing an important role in the management of the image of universities because of its high spreading speed, real-time capacity, and interactive function, universality in scopes and magnanimity in contents. This paper demonstrates that universities should pay great attention to the advantages and the characteristics of network, make the most of network communication methods such as campus websites, BBS forums, and search engines and so on, aiming to construct and manage the image of universities, and to bring forth well the uniqueness of university image.