ROLE OF AI TECHNOLOGY IN BRAND BUILDING OF CHINESE HIGHER EDUCATION INSTITUTIONS -- THOUGHT BASED ON INTEGRATED MARKETING COMMUNICATION

As the competitions among higher education institutions (HEIs) intensify, brand building has gradually become an important means for HEIs to build their images and enhance their competitiveness. For HEIs, the significance of integrated marketing communication lies in the integration of brand image communication content, communication channel and communication process. At present, the influence of traditional communication channels declines, the influence of self-established media is limited, and the negative information is not monitored well. Under such circumstances, AI technology can provide technical support for integrated marketing communications of HEI brand. In terms of communication content, VR/AR, UAV, interactive games and chatbot are mainly applied. In the aspect of communication channels, the data mining technique is mainly used to achieve differentiated communication, and the big data analysis technique is adopted to integrate brand image information communication channels. With regard to negative information monitoring, the natural language processing technology can provide high-efficiency, full-coverage and round-the-clock negative information monitoring.

. Zhan Lingqi pointed out that, with the integration of voice interaction and face recognition into the creative content of advertising communication, AI technology drove the emergence of new forms and new ideas of advertising communication, and that the communication content achieved personalized precise distribution.
The communication patterns became more dimensional and more three-dimensional. The communication idea changed from users' passive reception of information to focusing on users' "immersive interactive experience" and reshaping users' lifestyle and value concept [10]. Ding Junjie indicated that, AI technology, characterized by intelligent matching, created immersive experience for users in an all-around three-dimensional manner, enhanced users' sense of participation and interaction, and realized the return of users' multi-sensory experience. It was reshaping the ecology of the advertising industry [11]. Liao Bingyi and Yao Jinming carried out visualized analysis of intelligent marketing communication, and divided intelligent marketing communication into three main application forms: computer advertising, intelligent speech recognition technology, augmented reality (AR) and virtual reality (VR) [12]. Wang Xiaohong and Jin Yingying proposed that in the face of a public emergency, AI technology could improve the pertinence and effectiveness of public opinion response from the four dimensions (public opinion warning, analysis and judgment, emergency response and intervention, and information distribution), and help improve brand credibility with more calm and efficient responses [13].
Highlighting the previously unresolved parts of the general problem to which the article is devoted. With the rapid development of mobile internet, the main front of HEI brand building has also shifted from traditional media to new network media represented by social media, which brings an opportunity for the application of AI in HEI brand building. In the HEI brand communication process, AI technology will play an important role in precision distribution of communication content, integration of communication channel, negative information monitoring and management.
Formulation of the purpose of the article (statement of the problem). We tried to explore how to implant integrated marketing communication into the process of HEI brand building and communication, and proposed the application approach of AI technology in the integrated marketing communication of HEI brand, hoping to improve the effect of HEI brand building and communication.

Statement of the main material of the research with full justification of the scientific results obtained.
Main problems in the brand building of Chinese HEIs. Relevant research results show that, there are some problems in the policy, concept and practical operation of HEI brand building, restricting the development of HEI brand building, such as lack of brand awareness, inaccurate positioning, non-distinctive brand characteristics, lack of brand core of brand communication channels, and build a cross-media communication matrix.
Utilize natural language processing technology to improve the monitoring effect of negative information. Negative information monitoring and management must be paid attention to anytime in the process of brand communication, construction and repair. Just a little carelessness will seriously affect the effect of brand building. In the era of geometric growth of network information, traditional manual network monitoring has been unable to cope with the massive Internet information. Hence, it will be a future development trend to use the public opinion monitoring system with natural language processing technology. Natural language processing technology can judge the emotional tendency of network information through semantic analysis, and it is combined with keyword matching recognition, so as to achieve highefficiency, full-coverage and all-weather negative information monitoring.
Conclusions from this research and prospects for further developments in this area. As a universal technology with rapid development and rich connotation, AI has developed rapidly in the fields of scientific research and business. With the progress of AI algorithm and computer hardware, there will be more application scenarios of AI technology, and it will become more popular. AI technology has been applied in the medial field. With the increasingly fierce competitions among HEIs, integrated marketing communication of HEI brand will become a future development trend. Brand building is a system project, and rational application of AI technology in HEI brand marketing communication can effectively improve the effect of brand building. AI technology can provide technical support for integrated marketing communications of HEI brand. In terms of communication content, VR/AR, UAV, interactive games and chatbot are mainly applied. In the aspect of communication channels, the data mining technique is mainly used to achieve differentiated communication, and the big data analysis technique is adopted to integrate brand image information communication channels. With regard to negative information monitoring, the natural language processing technology can provide high-efficiency, full-coverage and round-the-clock negative information monitoring.