运用文献资料法、专家访谈法、逻辑分析法等研究方法,以品牌学为理论基础,阐述在积极贯彻《全民健身计划(2011~2015)》、《全民健身条例》背景下,中国全民健身活动品牌特征、品牌活动建设的必要性,并提出全民健身活动品牌的发展策略,以期为决策部门提供参考。 Using the methods of literature review, expert interviews, logical analysis and other research methods, taking brand theory as the theoretical foundation, this paper elaborates that under the background of actively carrying out the National Fitness Program (2011 ~ 2015) and National Fitness Ordinance, Brand characteristics, the necessity of building brand activities, and put forward the development strategy of national fitness brand in order to provide reference for decision-making departments.