AI新媒体技术在民办高校品牌管理中的应用策略研究——以东莞城市学院为例

Research on the Application Strategy of AI New Media Technology in Brand Management of Private Universities—A Case Study of Dongguan City University

摘要: 在高等教育普及化与适龄生源结构变化的叠加影响下，民办高校面临前所未有的生存与发展压力。品牌资产已成为民办高校获取竞争优势的核心抓手。然而，传统的品牌管理模式受制于内容生产效率低、传播触达不精准、用户体验扁平化等瓶颈。以生成式人工智能(AIGC)、算法推荐、虚拟数字人为代表的AI新媒体技术，为高校品牌管理带来了颠覆性变革。本文以东莞城市学院为典型案例，剖析其在转设更名后面临的新老品牌交替期挑战，系统探讨AI新媒体在内容生成、精准分发、沉浸体验与舆情风控四大维度的应用策略。在此基础上，从组织架构、人才培养、数据合规与科技伦理四个层面提出保障机制，旨在为我国民办高校实现数字化品牌突围与高质量发展提供理论参照与实践指南。

Abstract: Under the combined influence of the popularization of higher education and the changing structure of school-age students, private universities are facing unprecedented pressure for survival and development. Brand equity has become the core driver for private universities to gain competitive advantages. However, the traditional brand management model is constrained by bottlenecks such as low content production efficiency, inaccurate communication reach, and flat user experience. AI new media technologies represented by generative artificial intelligence (AIGC), algorithmic recommendation, and virtual digital humans have brought disruptive changes to university brand management. Taking Dongguan City University as a typical case, this paper analyzes the challenges during the transition period of brand replacement after its restructuring and renaming, and systematically explores the application strategies of AI new media in four dimensions: content generation, precise distribution, immersive experience and public opinion risk control. On this basis, it puts forward safeguard mechanisms from four aspects: organizational structure, talent training, data compliance and scientific and technological ethics, aiming to provide theoretical references and practical guidelines for private universities in China to achieve digital brand breakthroughs and high-quality development.