| （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.
Key words: sports culture；university brand；campus sports culture；CI strategy |
