Yi-Bo Liu,Shuo Liu,Jun Li

With the intensification of global higher education competition, Chinese private universities are facing the dual task of expanding their influence and constructing a distinctive global brand image. This study takes Haikou University of Economics (HUE), a representative private university in China, as the research object, adopting qualitative content analysis and semi-structured interviews to explore its cross-cultural communication practices, barriers, feedback mechanisms, and integrated communication strategies for brand image construction. Research findings indicate that HUE’s cross-cultural communication practices exhibit characteristics of instrumentalism and symbolism, with deficiencies in bilingual communication balance, message consistency, and intercultural dialogue depth. Language dependence, cultural perception differences, and fragmented feedback mechanisms are the main barriers to its cross-cultural communication. The university’s integrated communication relies more on administrative coordination than on cross-channel message cohesion.

Chinese Private universities; Cross-cultural Communication; Institutional Brand Image; Integrated Communication

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