新建本科院校体育文化品牌定位研究

Study on Brand Orientation of Sports Culture in Newly-built Colleges

校园体育文化品牌建设是学校特色发展的有效途径,是学校对外宣传的名片和窗口.体育文化品牌定位是品牌建设的核心,是品牌战略的重要内容.通过解读新建本科院校的特点和大学教育及体育的育人规律来探析校园体育文化品牌定位的方略.研究结果表明:社会需求是新建本科院校体育文化品牌定位的现实存在,自身发展是新建本科院校体育文化品牌定位的内在动力,客观条件是新建本科院校体育文化品牌定位的前提,学校教育和体育的育人规律是新建本科院校体育文化品牌定位的基石.

The construction of campus sports culture brand is an effective way for the development of school characteristics and the window of the school’s publicity as well.Brand orientation of sports culture is the core and content of the brand construction.Therefore,the study is aiming to explore and analyze the grounds on which the newly-built colleges can register sports culture brand by the methods of document and interview on the basis of their characteristics and regular education pat-terns.The researching result has indicated that the social demands are the practical pushes to the brand orientation of sports culture,with self development as its inner motivation,objective condition as its prerequisite,and the discipline of education and sports as its cornerstone.