China And America's University Sports Culture: A Comparative Study Of Four Universities

University Sports Culture is made up of cultural factors of University Athletics System, and is also a sports sub-culture of the Campus Culture, relating to University Humanistic Spirit and Organizational Culture and so on. There are few papers focusing on University Sports Culture, but more knowledge about it is needed in the main-stream, to aid in constructing advanced culture, constructing first-class university, and developing university athletics enterprise etc. So it is time to highlight University Sports Culture.This paper describes and compares China and America's University Sports Culture based on case studies of Harvard, Yale, Tsinghua and Peking University. Based on research results of Campus Culture and Organizational Culture, general pictures, the values and spirit of University Sports Culture is studied mainly through content analysis of sports news. Visual and aural sports marks, symbol people, remarkable architecture, sports philosophy and slogans combine with each other to form a general picture of University Sports Culture. University Sports Values are shared by all or most of the university members, and it is also a kind of organizational culture. University Sports Spirit is the common attitude, will, and mentality which is shared by all or most of university members. While they possess intimate relations as important elements of University Sports Culture, these three aspects differ with each other. The emphasis of this paper is: 1. to describe the general picture of University Sports Culture, and compare them in a view of CI strategy; 2. to describe and compare University Sports Values in China and America; 3. to describe and compare sports spirit of the four case universities.Finally, this paper concludes the characteristic of University Sports Culture and in the world-wide eyesight verifies the rule that sub-culture and main-culture work on each other. This paper not only extends the theories of University Sports Culture, but also gives some practical advice about constructing University Sports Culture in China.