上个世纪90年代以来，随着高校扩招和高等教育管理体制的改变，我国高校招生自主权有了很大的提高，各层次高校之间的竞争日趋激烈，高等学校组织形象建设成为各高校竞争中的一个重要方面。因此，高等学校组织形象建设的研究成了高等教育研究专家和高校管理者的重要课题，对促进我国高等教育事业的发展，以及创建世界一流大学都有着十分重要的现实意义。 本文首先运用系统分析的方法从理论上分析了高等学校组织形象的内涵与实质、特征以及高等学校组织形象的构成要素；其次，分析了高等学校组织形象建设的基本原则及建设途径；同时，又着重对高等学校组织形象建设中关系密切的高等学校组织形象危机进行了理论分析，提出应对方法及对策；最后，本文以我校为例，回顾了我校近十年的发展历程，客观地分析了我校建设所取得的辉煌成就，同时也指出了我校当前所面临的挑战。分析发现，建校50周年以来，我校在整体发展和学校形象建设上都取得了很大的成绩，但学校在品牌建设、学校文化建设和危机管理等方面还存在一些不足和有待进一步完善的地方。 以理论分析为基础，参考其它学者的观点，并根据我校特色，本文认为，加强我校形象建设要从两个方面着手：学校品牌建设和校园文化建设，并对品牌建设和校园文化建设的思路和具体措施提出了自己的建议。

With the Expansion of Colleges and changes in the management system of higher education, the autonomy of entrance of students of colleges in China have greatly increased since 1990s, the competition among colleges and universities is becoming increasingly intense, the image-building of colleges has become as one important aspect of this. Therefore, the study of image-building of colleges has become an important issue for the researchers of higher education and the university administrators. It is of important practical significance. Firstly, this paper used the methods of system analysis to theoretically analyze the meaning, essence, features, as well as the constituent elements of the image of colleges. Secondly, this paper analyzed the basic principles and the ways of construction of the image-building of colleges, while also focused on the theoretical analysis of the image crisis and proposed the methods and countermeasures to response. Finally, this paper took Xi’an University of Science and Technology as an example, recalled its development of the past 10 years, gave an objective analysis of the brilliant achievements in the development of the past 10 years, and pointed out the challenges the university faces. It was found in the analysis that the university has made great achievements in the overall development and the building of image, since it’s founded 50 years ago. However there are still some aspects like brand building, culture-building and crisis management which have some gaps to be further improved. Based on the theoretical analysis and take the views of other scholars as reference, and also according to characteristics of Xi’an University of Science and Technology, it is believed that to strengthen the image-building have to commence from two aspects: brand building and the construction of campus culture, and some ideas and concrete measures are put forward as proposals at the end of the paper.