| In recent years,two major documents,"Opinions on Deepening the Integration of Sports and Education to Promote the Healthy Development of Youth" and "Opinions on Comprehensively Strengthening and Improving School Sports Work in the New Era",have been released and the issuance of the document "Fourteenth Five-Year Plan for Sports Development" by the State General Administration of Sports have emphasized the importance of forming a new situation of school sports development of "one school with one brand" and "one school with multiple brands",as well as accelerating the construction of schools with traditional sports characteristics and improving the overall quality of physical education.However,based on the current background,the development of "characterized sports programs" in "national" schools is uneven in terms of physical conditions,teacher strength and the cognition of the home-school community,and is still partly different from "branding".There are still some gaps in the development of "branded" sports programs,which may adversely affect students’ mastery of special sports skills and the development of good habits of lifelong sports,thus affecting the quality of school sports teaching.This paper uses literature,questionnaire,interview,field survey,visual analysis,hierarchical analysis and mathematical statistics to study 17 national youth campus featured elementary school in Shinnan District,from the basic situation of Shinnan District,the background of the selection of the featured sports programs and the distribution of the programs,the allocation of full-time physical education teachers in 17 elementary school,the guarantee of material resources,and the awareness of home,school and community about the paper is a comprehensive analysis of five aspects,including the basic situation of the city,the background and distribution of characterized sports programs,the allocation of full-time physical education teachers in 17 elementary schools,the security of material resources,and the recognition of special sports programs by families,schools and communities.Therefore,this paper takes it as a basic reference to set up an evaluation index system for the "branding development" of school sports,and uses it as an evaluation standard to evaluate the existing elementary schools with unique characteristics and analyze the advantages and disadvantages of different characteristics,find out the gaps between characterized sports programs and branding development,and propose corresponding strategies and path options.The main findings are as follows:1.The advantages of schools with the dimension of brand value are mainly reflected in the aspects of brand building and brand realization.At the same time,they also have certain advantages and characteristics in three aspects,such as leading,innovation,and social recognition.However,some of the physical education teachers pay attention to national policies in a one-sided way,do not have a thorough and systematic understanding of the theoretical aspects of "one school,one brand",and lack the ability to innovate teaching method and conduct a proper physical education academic research.2.The advantages of schools with brand core dimension characteristics are mainly reflected in three aspects: brand quality,brand characteristics,and brand effects.However,the school sports brand has encountered difficulties in the popularity and improvement of students,and the development of characterized sports programs is limited by various sports facilities;the professional development level of the physical education teacher team is relative low,and the teaching of characterized sports programs is taken over by external coaches.3.The advantages of schools with the dimension of brand image are mainly reflected in the aspects of reputation,innovation and brand quality.However,the funding for schools to carry out characteristic sports programs is unstable,and the funding channel is relatively narrow;the material conditions for school sports development are insufficient,and the site facilities in the new campus are obviously better than those in the old school,and the space for the development of some sports sites and the supply of sports sites is limited.4.The advantages of schools with the dimension of brand identity are mainly reflected in self-identification,and they also have certain advantages in terms of innovation and brand positioning.However,the supply of physical education teachers is not sufficient,and the daily teaching pressure is high;the awareness of "one school,one brand" among the three parties of "home,school and community" is not strengthened,and most of the younger and better-off parents are more supportive;The "home-school-society" tripartite cooperation is not bonded,and lacks scientific expertised guidance.In view of the above problems,the following recommendations are made:1.Play the advantage of brand value to achieve win-win cooperation.Two elementary school with advantageous characteristics should complement each other’s strengths and learn from each other,strengthen the exchange and interaction of physical education resources between schools,and achieve win-win cooperation,so as to achieve advantageous characteristics branding development.2.Adjust the teaching methods according to the actual core characteristics.Should promote the "physical education class teaching",to achieve popularization and improve the same frequency resonance;change the previous concept of physical education,to solve the two major problems of professional teachers and venues,optimize the management model;to optimize the way of unified recruitment,so that teachers teaching sports and special coincide.3.Promote the characteristics of the brand image and rationalize the use of venues.The municipal government should actively pay attention to national policies,there is a need to promote the typical elementary school of special sports programs to stimulate the better development of special sports programs;optimize the funding structure and increase government subsidies,reasonable regulation of school sports venues and facilities.4.Stabilize the degree of recognition from all walks of life and make up for their own shortcomings.The construction of teachers should mainly start from the direction of "matching",and the Bureau of Education of Shinnan District should reasonably regulate the number of full-time physical education teachers and raise the threshold of temporary physical education teachers if necessary.Further raise the level of awareness of "one school,one product" and realize the "triple linkage" between home,school and society. |
