| （湖南工业大学 体育学院，湖南 株洲 412000） 摘 要：对校园体育文化在高校品牌建设中的价值进行分析，研究认为：CI战略视角下，校园体育精神文化、制度文化、物质文化分别在高校品牌的理念识别、行为识别、视觉识别建设方面具有重要价值。今后在高校品牌建设中，应找准校园体育文化的切入点，让体育成为学校发展中的亮点，并借此提升学校品牌，从而彰显体育学科的存在感，凸显学校体育的价值，同时实现共赢。 |
LIU Ya-yun，SHI Hong-dan，WANG Guo-jun
| （School of Physical Education，Hunan University of Technology，Zhuzhou 412000，China) Abstract: The authors analyzed the value of campus sports culture in university brand construction, concluded that from the perspective of CI strategy, campus sports spiritual culture, system culture and material culture have an im-portant value and a promoting function respectively in university brand’s mind identity, behavior identity and visual identity, and put forward the following suggestions: in university brand construction henceforward, sports workers should seize fleeting opportunities to show themselves whenever possible, all university sports departments, espe-cially physical education development, should pinpoint campus culture entry point, let sport become a “highlight” in school development, whereby promote school brand, thus emphasize the sense of existence of physical education discipline, highlight physical education value, and in the mean time, achieve a win-win situation. |
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