Xia Ho: The Name Of JEANSWEST Hangs In Front Of Tsinghua Academy Of Fine Arts. It Is A Good Combination Point.

Famous clothing enterprises jeanswest To be famous tsinghua The fourth teaching building. This incident has been widely disseminated in various media and people recently.

Tsinghua University has always been the vane of colleges and universities. The title not only makes the enterprises satisfy the aspiration of subsidized institutions of higher learning, but also makes the universities benefit from money. Why do they cause such a big controversy?

Now the Tsinghua University Education Foundation has announced 14 naming fees, including a total of more than 7.5 billion yuan.

The support side's argument is this: if we call it the name of the donor company and the business organization, there is a precedent at home and abroad. Tsinghua is definitely not the first one. It is not a win-win thing to use a teaching building name that did not have any real value in return for a real gold and silver subsidy. From an economic point of view, this is only a case of maximizing efficiency.

The opposite side also argued: pure campus air, keeping the pure style of study on campus, keeping the last pure land under the tide of the market, and preserving the last spiritual home for the readers, are equally plausible and equally reasonable.

Cao Lin, commentator of China Youth Daily, said: "I do not object to the naming of the teaching building of the University, but I think that based on the special identity of the teaching building and the specific humanistic environment of the University, this naming should be in harmony with the whole atmosphere of the University."

Many netizens are opposed to Tsinghua doing this, and feel that the University's teaching building is humiliating to the enterprise. The author thinks that the naming of a university's teaching building like this is acceptable. A university does not live in a vacuum. It also needs to be cannibalism. It will cost a lot to maintain its operation. Universities will also be short of money. What can they do if they are short of money? They can't always reach out to the government. If they increase their tuition fees, they will also shout "they can't read books and can't afford to learn." Then we can only cooperate with enterprises and cooperate with each other. Since cooperation must be beneficial to others, it must be mutual benefit and mutual benefit. Therefore, we should not think of any psychological barriers to our reputation. This is actually a win-win thing.

The author does not object to the naming of the teaching building of the University, but I think the product of the enterprise should be integrated with the University and integrate into the university instead of being incompatible. For example, the building of the Journalism School of Tsinghua University is sponsored by the company, called Hong Meng Lou, which is the name of an advertising communication group. Obviously, advertising is related to news, and the name "Hong Meng" is more connotations.

The "JEANSWEST building" is obviously commercialized, whether it is a name or an enterprise product, it has nothing to do with the teaching building. Therefore, Tsinghua students spoof: whether we have Tsinghua after Baleno building, 39 stomach building......

This argument has lowered the curse of many people. But with careful enumerating, the buildings in China are not only JEANSWEST buildings, but we can take stock of the famous buildings in China.

MasterCard International announced in Beijing recently that it won the naming right of Beijing Wukesong Gymnasium, which was once the basketball hall of the 2008 Beijing Olympic Games, with a naming term of 5 years. Therefore, the Wukesong Gymnasium became the first Beijing Olympic stadium to win the title. It is also the first stadium in Beijing to be commercially known. In the future, the Wukesong Gymnasium in Beijing will be officially renamed the MasterCard center.

Since 2010, in addition to the ten thousand people's stadium and the large stage of the stadium, there is also a world cultural center in Shanghai, also known as the Mercedes Benz cultural center. Benz Corp named the naming right as an important means of brand promotion. For such a phenomenon, Cao Lin said, nowadays many cities are running cities and taking the road names out for auction. Many places, no matter what enterprises are, can name money.

In the numerous condemnation, in fact, the enterprise and the university itself do not have much fault, which indicates that the development of the urban economy has come to this step. This is just a matter of putting behind the scenes support to the stage. Many companies have made silent contributions to universities, but these donations have not released figures.

Perhaps Cao Lin is right. The name of JEANSWEST hangs at Academy of Fine Arts, Tsinghua University. Clothing department In front of the building, it will be a good combination point.