后亞冬視域下冰雪運動全民化推廣的困境與策略

中圖分類號：G80-051 文獻標識碼：A 文章編號：1002-3488（2025）02-0092-05

Abstract：With thesuccessulconclusionof the9thAsian Winter Games，iceand snow sports inChina have enteredanewdevelopmentperiodonce again.Through analyzing the opportunitiesbroughtbytheAsian Winter Games for thepopularizationoficeand snow sports among thegeneralpublic，itis concluded that it promotes the transformationofnational healthand life styleatthesocial level;itdrives theal-round upgradingof urban constructionandiceandsnowindustryattheeconomic level;andattheculturallevel，itstrengthensthenational sports image and cultural output.At the same time，it is found that in the popularization of iceand snow sports among the general public fromthe perspectiveofthepost-Asian Winter Games era，there areaseriesofdilemmas such as insuffcientcoordinationamong promotion subjects，uneven media，unstable environment，and prominent disruptivepoints.Strategiesareproposed，includingimprovingthetop-leveldesignandconstructingacoordiated promotion system;optimizing resource allcation and strengthening the utilization of stadiums after the games; innovating ways to maintain the popularityand forming diversified publicitymeans;andtaking the people as the centerand deepening the concept of national participation.By deepening the popularization of iceand snow sports among the generalpublic in the post-Asian Winter Games era，the developmentpattern and hierarchical ecologyof iceand snow sports in China canbe fundamentallyreshaped，injecting lasting impetus into national fitness and the

enhancement of thecountry's soft power.

Keywords：ice and snow sports;popularization among the general public;dilemmas；strategies；post-Asian Winter Games era

2022年北京冬奧會、冬殘奧會的成功舉辦，使中國冰雪運動完成了從“競技引領”向“全民共享”的戰略轉型，不僅實現“帶動三億人參與冰雪運動”的宏偉目標，更將冰雪文化深度融入“健康中國”與“體育強國”建設體系。如今，哈爾濱第九屆亞洲冬季運動會（以下簡稱亞冬會）已經圓滿落幕，中國始終莊嚴兌現承諾，彰顯大國擔當、大國風范，傳播奧林匹克精神的腳步不曾停歇[1]，冰雪運動在我國再次實現跨越式發展。在后亞冬時代，冰雪運動的全民化推廣具有重要意義，其不僅是增強大眾體質的重要途徑，也是助推區域經濟發展、促進社會和諧的有力驅動。當然，冰雪運動的全民化推廣也面臨從“賽事驅動”向“常態化發展”范式轉換上的挑戰，受制于推廣主體協同不足、介質不均、環境不穩定、擾點突出等多重約束，冰雪運動的可持續發展仍然存在深層的結構性矛盾。當前，學界針對冰雪運動的研究多集中于競技人才培養、賽事經濟效應、技術裝備創新等領域，而對全民化推廣的系統性困境與長效化機制探討相對不足。尤其在后亞冬語境下，如何走出賽會遺產的短期紅利依賴，構建政府、市場和社會多元協同的推廣生態，亟待實現理論與實踐的雙向突破。因此，本文基于后亞冬視域，通過分析冰雪運動全民化的現實意義、實踐梗阻與紓解策略，以期為激發全民參與冰雪運動的內生動力提供參考和啟示。

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