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新时期奥运会可持续发展的现实瓶颈、实践探索及路径选择

On the Realistic Bottleneck, Practical Exploration and Path Selection of the Sustainable Development of the Olympic Games in the New Era

休闲运动与健康 / 2022,2(4)：1-9 / 2023-10-17 86 74

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• 作者： 王萍萍¹      付群²³     
• 单位：

  1.北京大学光华管理学院，北京；
  2.湖北大学体育学院，武汉； 
  3.清华大学体育产业发展研究中心，北京

• 关键词： 新时期；奥运会；可持续发展；现实瓶颈；实践探索；路径选择
• New era; Olympic Games; Sustainable development; Realistic bottleneck; Practical exploration; Path
• 摘要： 新时期奥运会可持续发展的路径选择既是解决当前奥运会可持续发展现实瓶颈的根本途径，也是奥运会未来健康可持续发展的重要保证。运用文献资料、归纳演绎等研究方法对新时期奥运会可持续发展的现实瓶颈进行梳理和分析，对新时期奥运会可持续发展的实践探索进行归纳和总结，对新时期奥运会可持续发展的路径选择进行展望和探讨。发现：新时期奥运会可持续发展面临申办国家日益减少、赛事规模持续壮大、制约因素逐步增多、奥运丑闻屡禁不止及商业因素过分渗透等现实瓶颈，国际奥委会当前主要通过实施奥运营销新举措、支持和保护干净运动员、促进承办城市可持续发展、创新奥运会东道主选举等举措对奥运会可持续发展进行实践探索。建议：支持东道主实施“奥运国家品牌计划”，实现国家奥委会增收和创收；采用“邀请制”和“申请制”相结合的双轨运行模式，最大程度拓展奥运会东道主目标群体；推动“多城同办”和“多国同办”，最大程度减轻奥运会承办国家或城市负担；优化奥运会商业开发的权益分配，提升世界各国家和城市申办奥运的积极性。
• Path selection of sustainable development of the Olympic Games in the new era is not only the fundamental way to solve the bottleneck of the current sustainable development of the Olympic Games, but also an important guarantee for the healthy and sustainable development of the Olympic Games in the future. This paper combs and analyses the practical bottlenecks of sustainable development of the Olympic Games in the new period by using the research methods of literature, induction and deduction, and summarizes the practical exploration of sustainable development of the Olympic Games in the new period. It is found that the sustainable development of the Olympic Games in the new era is facing the realistic bottlenecks of the decreasing number of bidding countries, the sustained growth of the scale of the events, the gradual increase of restrictive factors, the repeated prohibition of Olympic scandals and the excessive penetration of commercial factors. At present, Taking new measures of marketing, supporting and protecting clean athletes, promoting the sustainable development of host cities and innovating the host election of the Olympic Games are mainly explored in practice for the sustainable development of the Olympic Games. Suggestions: Creating the “Olympic National Brand Plan” to realize the income increase and income generation of the National Olympic Committee; using “multi-city co-operation” and “multi-country co-operation” to minimize the burden of the host country or host city; using the mode of “invitation system” and “application system” to maximize the expansion of main target groups of the host country of the Olympic Games; Optimizing the distribution of rights and interests in the commercial development of the Olympic Games, Enhancing the enthusiasm of the Olympic bid.
• DOI： https://doi.org/10.35534/lsh.0204001
• 引用： 王萍萍，付群．新时期奥运会可持续发展的现实瓶颈、实践探索及路径选择［J］．休闲运动与健康，2022，2（4）：1-9．