Abstract:

Competition of higher education centrally embodies competition of educational level and strength under the background of
globalization and the pattern of differentiation; meanwhile, it is also divided into brand and regional competition. Implementation of
"Gateway" strategy provides not only a rare opportunity for the development of Yunnan higher education, but also new challenges and
requirements of how to join and promote "Gateway" construction and the "One Belt and One Road" project consciously. At present, the
overall brand image of universities in Yunnan is rather weak, and the awareness of constructing and broadcasting overall image is not
strong enough. Thus, ideas should be changed, position should be fixed reasonably, advantages should be fully developed, multicooperation
and exchange should be strengthened to build overall image of differentiation but organic unity to improve the competitive
strength.

Key words: Gateway, One Belt and One Road, Yunnan, high school, image