后亚冬视域下冰雪运动全民化推广的困境与策略

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中图分类号：G80-051 文献标识码：A 文章编号：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年北京冬奥会、冬残奥会的成功举办，使中国冰雪运动完成了从“竞技引领”向“全民共享”的战略转型，不仅实现“带动三亿人参与冰雪运动”的宏伟目标，更将冰雪文化深度融入“健康中国”与“体育强国”建设体系。（剩余7519字）