后亞冬視域下冰雪運(yùn)動(dòng)全民化推廣的困境與策略

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中圖分類號(hào)：G80-051 文獻(xiàn)標(biāo)識(shí)碼：A 文章編號(hào)：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(huì)、冬殘奧會(huì)的成功舉辦，使中國(guó)冰雪運(yùn)動(dòng)完成了從“競(jìng)技引領(lǐng)”向“全民共享”的戰(zhàn)略轉(zhuǎn)型，不僅實(shí)現(xiàn)“帶動(dòng)三億人參與冰雪運(yùn)動(dòng)”的宏偉目標(biāo)，更將冰雪文化深度融入“健康中國(guó)”與“體育強(qiáng)國(guó)”建設(shè)體系。（剩余7519字）