（1.School of Physical Education，Jinan University，Jinan 250022，China；2.The Postdoctoral Research Station，Shandong University，Jinan 250100，China；3.Chengdu Normal University，Chengdu 614004，China；
4.School of Physical Education，Shandong University，Jinan 250100，China)Abstract: The authors expatiated on Taijiquan cultural image and brand shaping ways, and put forward the follow-ing opinions: the image orientation of Taijiquan image as an objective existence is not only the concentrated em-bodiment of Taijiquan development mode, development direction and development strategies, but also the founda-tion of Taijiquan brand shaping; shaping Taijiquan national image and brand, promoting the cultural connotation and core value of Taijiquan national brand, implementing the strategy for Taijiquan to “go global”, are important links in the development of Taijiquan nationalization today. The authors put forward the following shaping ways: intensify national will, strengthen top-level design; clarify the intrinsic value of Taijiquan brand, establish its national cultural status; design its brand spreading logo by referring to Shaolin brand mode; strength Taijiquan international commu-nication, promote the international community’s emotional recognition, etc.
Key words: sports culture；Taijiquan；Wushu culture；brand shaping |
