Chanel, Don'T Say So Easily.

From the 138 million yuan ball hall to the 2 million yuan Marx doctrine college reference room, on the website of the education foundation of Tsinghua University, the number of items within the total amount of over 800 million yuan is waiting for the price and "crown".

Just like Tsinghua School's response: "naming for campus buildings is a common practice of raising funds at home and abroad". Even in China, there are many precedents for naming names of buildings or individuals in schools.

But this time the "JEANSWEST" and "Tsinghua" collocation attracted many opposition voices.

Why can people accept Shaw buildings all over the country, and accept the same ROM Electronic Engineering hall, which is also known as the famous Japanese enterprise in Tsinghua University, but it only needs to see "JEANSWEST building"?

The "naming building" on campus is numerous, causing controversy only with "Fuli" and "JEANSWEST".

At the fourth teaching building of Tsinghua University,

Although the Ministry of education in 1997 (the then State Education Commission) had clearly stipulated that schools, gardens and other buildings belonging to state owned assets in various schools, no units or individuals had the right to auction their naming rights.

All kinds of classrooms and buildings in schools (parks) should not be named after donors (especially in special cases). However, the buildings in Colleges and universities have been named according to "Convention".

Jinan University has been named for nearly 20 buildings, most of which are named by people. In addition to the "Fuli teaching building", the buildings with the title of enterprises include "Jing Jing Tai Fu Lou", "Zhonghui building" and "Sun RI group sports ground".

Tsinghua University's "JEANSWEST building" is not alone. As early as 2006, the Tsinghua college of journalism was named "Hong Meng Lou" by the famous advertising media group Hong Meng group. In May 17th this year, it was named as the main building of the Electronic Engineering Department of the Tsinghua Rome Electronic Engineering Museum. Rome is a famous Japanese electronics enterprise.

Compared with the above campus buildings which are accepted by the title, "Fuli teaching building" and "

Annotation

The official website of the Peking University Foundation also lists projects such as Peking University's new physics building and Peking University Institute of technology.

Although the price is not as clear as Tsinghua, it also indicates that if the donation amount reaches 1/2 of the capital needed for the construction project, the naming right of the building can be obtained.

"One

"I am not disgusted with naming, but the name of the real estate business suddenly appears on campus, so close to me makes me feel" commercialized ".

Jinan University, an art school 08 undergraduate students told the media.

If the university student questioned the "Fuli building" is only "commercial atmosphere is too strong", then Tsinghua students' criticism is not only a "money" problem, to make them more uncomfortable: JEANSWEST is a bit "not enough".

A two consecutive day in the Shui Mu community (Tsinghua students often used the BBS Forum) and students to discuss the "JEANSWEST building" Tsinghua sophomore, said: "compared to the real situation, Fuli always sounds more serious than JEANSWEST".

Students of Tsinghua University, grade two, who hate JEANSWEST building:

My personal view is not that schools are opposed to raising funds to improve their teaching environment by naming names, but if they want to be named, they will have a comprehensive consideration of donors and donation companies besides money.

This is like advertising in the media, even for the same advertising cost, Mercedes Benz is still more high-end than QQ.

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I am not disgusted with the brand of JEANSWEST. Many of our classmates have bought this brand of jeans trousers T-shirt. But is this brand suitable for naming our teaching building? I personally feel that it is not very qualified.

Moreover, this brand seems to have nothing to do with Tsinghua's discipline. The journalism school has a "Hong Meng Lou". Hong Meng is a media group. But what about JEANSWEST? A clothing brand is known as the teaching building. It's a bit of a pull. It always reminds me of the JEANSWEST store in Wudaokou.

Annotation

Although the "JEANSWEST" naming teaching building has made many Tsinghua students feel a bit uncomfortable, some students believe that it is not a bad thing to use the naming right to exchange for corporate donations: "no one has donated money to our department," said an interviewee who graduated from the Automation Department of Tsinghua University.

"Why do you despise the clothing brand?" "if the enterprise itself has no moral problems, it can donate money to support education, why not use other people's names?" in the Shui Mu community, heated discussions almost started with the "JEANSWEST building" listing.

"Teachers and students do not know, suddenly listing, a bit of money to see the taste."

"Do you mean to dismiss others' brand? If you call it a Chanel building, it is estimated that there are countless fans coming in.

Micro-blog netizens say so.

Outside Tsinghua Yuan, the public seems to be more enthusiastic about JEANSWEST building than Tsinghua teachers and students.

Is it OK to change the brand? In the water wood community, a title is "if it's called" sunrise building should be much better, "the poster explains," this is JEANSWEST's parent company.

In the past, JEANSWEST donated money.

So, is it really just a sign to name the university buildings?

Liang Xiaomin (distinguished economist, Professor EMBA, Tsinghua University):

It is not impossible to do this, but the key is how to do it.

I feel a bit hasty about Tsinghua's title.

This naming must have a standardized procedure.

Schools should first have corresponding regulations, how much money they donate and what conditions they need to be named. Universities should have a choice process.

The first is to consider the amount of donation. Usually the building is donated by you, and it will be named by you. If the building has been built, then the amount you donated is equivalent to the proportion of the value of the building, plus the reputation and status of the school.

How much should the Tsinghua teaching building be named? One hundred million, not much? If millions of dollars can be named, it will be too cheap.

In addition, the qualification and source of funding for the donor enterprises should be selected.

For Tsinghua, we should choose a company with good reputation, preferably a large company with international reputation and certain historical details.

You are the best public university in our country. It is absolutely not that any person or enterprise can be named after getting some money, and there must be a threshold.

This time things are too hasty.

Even if there is no time to make standardized procedures, schools should make democratic decisions, at least in advance, to seek the views of all the teachers and students.

Teachers and students do not know, you suddenly listed, a little "money to see" taste.

"Naming" can not become a tool to change money.

Annotation

Li Daokui, doctoral tutor of School of economics and management, Tsinghua University, last night sent two micro-blog to participate in the discussion of "JEANSWEST building": Tsinghua teaching building is not well known, and I believe it is inexperienced.

In universities, the naming of general classrooms and buildings can not be made by commercial brands, but with company names.

It is more prudent to name a person (especially the late) or an alumni.

So not all donations can be made.

Just change it, and explore experience for other colleges and universities.

I don't think the school will make people think about that money and make a long-term advertisement.

In fact, foreign schools have similar mistakes.

Edgar Snow's alma mater, the building of Journalism School of University of Missouri, is called Gannett building, which is named after the American press group.

Harvard is extremely mature.

[onlookers]

Who will estimate the nominal price?

@zzguo999:

Four teaching renaming is a continuous advertising effect for many potential high-end customers for many years.

For Tsinghua, it is an Unestimable good reputation, a campus environment atmosphere, a historical sense of accumulation and other intangible assets.

So, how much should we pay for each building in Tsinghua? How should we evaluate it? Who should be evaluated?

@ northwest mustache:

We need to set the price according to the willingness to donate. We can set a 1 billion yuan, which has to be donated, too.

Health education:

After today, companies and manufacturers of the whole country do not go to CCTV bidding advertisements. They all come to Tsinghua to advertise, tens of millions of them can play dozens of advertisements for hundreds of years, and they are worth the value. Then they can use two school gates, auditorium, school, one religion, two teaching, new Ming, and so on. They can be used to label commercial titles, telephone poles, street lamps and road signs.

@ big fish says Comics:

I have two JEANSWEST T-shirts. I feel like wearing a little uniform in Tsinghua University these days.

@welsper:

I would like to come to Tsinghua Founder Group golf club.

@ Amie is hot.

Teachers in the classroom need not be like a variety show. Before class, they say, "good friends, this is JEANSWEST's special name Ma Zheke."

@bunny:

JEANSWEST is making a big profit this time.

[mouth]

Destructive atmosphere

Is it still kind of beautiful?

Beyond the serious debate on numbers and arguments, aesthetic interest is often neglected.

For students, the campus is not only a place for learning and living, but also a poetic space for recording their youth.

When this space suddenly has a "JEANSWEST building" or "Fuli teaching building", some people feel vulgar, and others feel a little better.

"After a few years, if I tell our children, I met your mother when I listened to the lecture in the lecture hall that spring." Jing Wen "is a folklore scientist, Mr. Zhong Jingwen.

Do you have a feeling? If it turns out to be: when I was in JEANSWEST building in spring that year, I met your mother. "JEANSWEST" said, oh, yes, that store.

"Almost," said a student who graduated from Beijing Normal University. "JEANSWEST building" in University, "a bit of an atmosphere of destruction."

In other people's eyes, the "JEANSWEST building" is also beautiful.

Network ID wrote Tsinghua students for Tsinghua realgod in the "century Tsinghua edition" of Shui Mu community.

"When I was at school, I always thought JEANSWEST was a good brand, and clothes were also suitable for students.

Later, I had some money to work and bought several pieces.

JEANSWEST is not a high-end brand, but it is not a villain.

At least, as far as I know, it has no scandal, and the brand image should be no less than that of Foxconn and other enterprises.

Its clothes are not the first choice for people who are in better economic condition or who are more interested in brand names.

But I don't think this enterprise and its firm will have any bad influence on Tsinghua.

...

I do not know whether the students of the Academy of film and drama will consider buying JEANSWEST clothes, but for Tsinghua University and most of the university students, JEANSWEST is still a brand closely related to life.

Donating a name to a building here makes its name often appear in the life of college students, and it also has additional effects on enterprises.

Anyway, it was a little unexpected, but I thought it was wonderful.