Abstract: Based on the texts of 184 Chinese universities institutional introductions on their websites,the present study investigates the discourse strategies utilized in the texts and the institutional identities constructed by using those strategies. It is found that three discourse strategies have been employed in the texts, namely referential, predication and intensification, through which eight institutional identities have been constructed: outstanding university, university with affinity, university full of emotion and energy, active social actor, builder of university development, explorer of university development, implementer of university development, and participant in university development. By adopting various discourse strategies, Chinese universities construct multiple institutional identities to highlight their multifaceted characteristics and serve the purposes of information dissemination and selfpromotion.

Key words: institutional identity, institutional discourse, Chinese university, identity construction, discourse strategy

摘要： 基于184所中国大学学校简介话语语料，考察其使用的话语策略及建构的机构身份。研究发现，中国大学在其学校简介中主要使用了指称、述谓和强化三类策略，分别建构了八种机构身份：卓越的高等学府、有亲和力的高等学府、充满情感与活力的高等学府、积极主动的社会行为者、大学发展工程的建设者、大学发展道路的探索者、大学发展战略的实施者、大学发展竞争的参与者。大学机构通过使用话语策略建构多种机构身份，突显其身份的多面性特征，实现信息传递和自我宣传的目的。

关键词: 机构身份, 机构话语, 中国大学, 身份建构, 话语策略