| 摘要: |
| 运用文献资料法、访谈法和逻辑分析法，对我国南方冰雪运动普及发展问题进行研究。指出，因气候原因，南方冬季冰雪较少、冰冻期短，冰雪运动项目表现出场地匮乏、馆多场少，冰为主雪为辅的特征。场地匮乏、价格偏高和人才稀缺是南方普及冰雪运动的瓶颈。认为，应通过新建、利用、共享等多种措施，增加冰雪运动场地的供给；地方政府要统筹兼顾，实现冰雪运动场馆异地互补；制定和出台政策，为冰雪运动发展提供引领和保障；冰雪企业要细分消费群体，实施差异化、精准化营销策略；通过开展形式多样的竞赛活动、线上线下协同发展等，扩大冰雪运动的参与人群；整合学校和社会资源，加大冰雪运动人才培养力度，为推动南方冰雪运动普及发展提供参考。 |
| 关键词: 南方 冰雪运动 普及 场地 营销 人才 |
| DOI： |
|
| 基金项目: |
|
| The Bottleneck of the Popularization of Snow and Ice Sports in Southern China and the Countermeasures |
| XU Songfeng |
| (School of Physical Education, Hunan University of finance and economics) |
| Abstract: |
| By the methods of literature material, expert interview, and logical analysis, the popularization and development of ice and snow sports in southern China is studied in this article. It is pointed out that due to climate reasons, there are less ice and snow in winter in the South and the freezing period is short. Ice and snow sports show the characteristics of lack of venues, fewer outdoor venues compared with indoor stadiums and ice sports domination with snow sports as supplementation. Lack of venues, high prices and scarcity of professionals are the bottlenecks of popularizing ice and snow sports in the south. It is believed that the supply of ice and snow sports venues should be increased by means of new construction, utilization and sharing measures; local governments should take into account all aspects to realize the complementarity of ice and snow sports venues in different places; policies should be formulated and promulgated to provide guidance and guarantee for the development of ice and snow sports; ice and snow enterprises should subdivide consumer groups and implement differentiated and precise marketing strategies; and competition activities in various forms and online and offline collaborative development should be carried out in order to increase the population of ice and snow sports; school and social resources should be integrated to strengthen the training of ice and snow sports professionals. This study might serve as references for the popularization of winter sports in Southern China. |
| Key words: Southern China ice and snow sports popularization venues marketing professionals |
