|（1.Department of Physical Education，Wuhan University，Wuhan 430072，China；2.Department of Physical Education，Higher Education Press，Beijing 100120，China)
Abstract: From the perspective of organizational sociology, the authors probed into the deep down reasons behind realistic confusion about college sports. The gaming between “utilitarian” quantifiable achievements and “moral” institutionalized norms is affecting the value tendency of college sports executors. The complexity and uncertainty of bounded rationality of college sports executors will continue to affect their action decision making. Teacher evaluation system construction and rational choosing of market demands are important forces for rebuilding the or-der of core values of college sports.
Key words: school physical education；bounded rationality；college sports；organizational sociology