Abstract: Essentially, university is a cultural organization and the construction of organization culture is the management by values. Cultural construction in universities can follow the theory of management by values, that is, we can use the strategic goals as psychological vision and core values as spiritual perspective, and combine the dreams, beliefs, pursuits of people in universities with the goals, missions, visions of universities through continuous cultural management by values; and then develop university culture’s attached emotion and value belonging, that is, the identity recognition of "who we are". It is also necessary to integrate the common beliefs and value systems of people in universities into universities’ management ideas, and to generate the collective personality that leads people in universities to realize the strategic vision through characteristic development.

Key words: management by values, university culture, core values, strategic vision, collective personality