Branding University Volunteer Services in the Era of Digital-Intelligent Empowerment: A Case Study of the“Messenger Pigeon Squad”at Chengdu Technological University

Yanxi Zhou; Liwen Liu; Ting Sun

doi:10.6918/IJOSSER.202601_9(1).0018

Authors

Yanxi Zhou
Liwen Liu
Ting Sun

DOI:

https://doi.org/10.6918/IJOSSER.202601_9(1).0018

Keywords:

University volunteer service, Branding, Digital-intelligent empowerment, Community integration, Youth development, Case study

Abstract

Under the dual context of modernizing China’s national governance system and promoting high-quality development in higher education, university volunteer services are transitioning from fragmented, emotionally driven activities toward professionalization, institutionalization, and branding. Taking the “Messenger Pigeon Squad” at Chengdu Technological University as a case study, this paper employs case study methodology and participant observation to systematically explore how digital-intelligent (shùzhì) technologies empower university volunteer services to achieve brand elevation. The research finds that the key to its success lies in an integrated “triadic synergy mechanism” of professional expertise–community engagement–digital empowerment: leveraging disciplinary strengths to develop differentiated service offerings, embedding deeply into community needs to build a bidirectional interactive ecosystem, and utilizing digital platforms to enhance organizational efficiency and communication reach. The paper further proposes a replicable “Five-Step Brand-Building Model” and offers practical recommendations addressing challenges related to sustainability, evaluation systems, and resource integration. This study provides both theoretical insights and a practical paradigm for applied undergraduate universities seeking to advance the quality of volunteer services.

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