THOUGHTS ON CULTURAL MANAGEMENT MEASURES IN HIGHER EDUCATION INSTITUTIONS FROM THE PERSPECTIVE OF CULTURAL CONSTRUCTION

University culture plays a crucial role in shaping academic environments, influencing institutional development, and student growth. In the era of globalization and digital transformation, effective cultural management is essential to maintaining a balance between tradition and innovation while fostering a dynamic and inclusive academic atmosphere. However, many universities face challenges in structuring their cultural management systems, preserving cultural identity, and integrating innovative practices. This study adopts a mixed-methods approach, combining literature analysis, case studies, surveys, and interviews to examine university cultural management. The research aims to explore the connotation and characteristics of university culture, identify key challenges in cultural management, and propose effective strategies for improvement. The results show that clear organizational structures, cultural innovation across disciplines, and strong evaluation systems are necessary for cultural management to work well. The study provides recommendations for optimizing management frameworks, promoting collaboration, and implementing systematic cultural assessments to enhance institutional development and student engagement.