| With the rapid development of higher education education in China,the competition among universities is becoming increasingly fierce.In order to improve their external image and popularity,various universities are trying their best to explore effective ways.In our country athletics sports enterprise development under the background of,ordinary colleges and universities gradually become training high competitive level,high-cultural quality backup athletic talent base,a lot of high level sports competition also gradually develop in ordinary colleges and universities,large platform,a variety of forms.In cultivating high level reserve sports talents at the same time,the external image and popularity of ordinary colleges and universities are also widely publicity through a series of game,let the public have a deeper understanding to it.Gradually become the focus of all attention in common colleges and universities competitive sports,how to build their own brand of athletic sports,make it show itself in common colleges and universities education level and comprehensive strength of a window,become the emphasis on one aspect of the ordinary colleges and universities.Therefore,it is of great practical significance to carry out a certain degree of research on the construction of competitive sports brands in Chinese universities.In this paper,through literature research,case analysis and comparative research,brand building seven ordinary university athletics sports of our country,this paper analyzes the specific situation,and carries on the comparison to its different characteristics,on the basis of the ordinary colleges and universities for the connotation of the competitive sports brand is studied.The following conclusions are drawn:1.Seven ordinary colleges and universities competitive sports brand in the target,mainly cultivate the quality of the high competitive level andhigh-cultural foreign student athletes,improve school visibility,promote the school sports extensively developed and rich campus culture life as the goal.2.Seven ordinary universities sports brand in the comprehensive strength,has a multi-channel investment,perfect hardware facilities and a high level of coaches in sports training team,have achieved outstanding performance.3.Seven characteristics of operation mode of competitive sports brand in common colleges and universities are: the "one-stop" operation mode,combination between higher vocational colleges and operation mode,school "body corporate" series operation mode,"competing with education" run mode,"teaching" operating mode.4.The connotation of the ordinary university sports brand in China,including the definition and elements: the ordinary university sports brand is defined as a representative of competitive sports in school programs for the identity,is characterized by its unique character and strength,and widely recognized by the society,and become effective in promoting the comprehensive strength in common colleges and universities development and popularity of ascension entities.Ordinary university sports brand three components: the target positioning,comprehensive strength(money,hardware facilities,the level of the coach team,and the results of the competition)as well as the characteristics of operation mode(recruitment,student status management,training,competition,daily management and construction of the coach team). |
