新时代我国冰雪产业本质及发展路径研究

Research on the Essence and Development Path of China’s Ice and Snow Industry in New Era

2022年冬奥会为我国冰雪产业的发展带来了极佳的良机,新时代社会主要矛盾的变化也对我国冰雪产业发展提出了新要求。从产业三要素的视角能够更好地理解我国冰雪产业的发展现状,找到问题及其潜在规律,并由此探寻适宜的发展路径:产品要素层面,需从冰雪运动装备、冰雪运动设备、冰雪场馆、冰雪旅游目的地4个层次提升产品质量和内容;用户要素层面,应将冬奥冰雪运动拓展到大众冰雪,把单季运动发展为四季运动,积极发展冰雪赛事、彩票和培训;培养冰雪运动的参与者(体验者和观赛者)是发展冰雪产业的基础。商业模式要素层面,应创新思维模式,将产品要素和用户要素紧密结合,创造设计出更多元的商业模式,充分释放冰雪资源产业能量。冰雪运动的开展不仅能够丰富人们的健康生活方式,为人们创造美好的闲暇时光,能够改善和提升生活品质、拉动区域旅游、扩大体育消费、助力体育扶贫,促进地方经济发展等多个方面起到积极的作用。

The 2022 Winter Olympic Games has brought excellent opportunities for the development of China’s ice and snow industry,and the changes in the major social contradictions in the new era have also put forward new requirements for the development of China’s ice and snow industry.From the three elements of the industry,this study illustrates a better understanding of the current situation of the development of the ice and snow industry in China,and finds out the relevant problems and their underlying patterns,and then explores the appropriate development path:at the level of product elements,the quality and content of the products should be improved from the four levels,including ice and snow sports equipment,sports facilities,venues and tourism destinations.At the level of user elements,the Winter Olympic sports should be expanded to mass ice and snow sports,the single season sports should be developed into the four-season sports,the ice and snow events,lottery and training shall be actively developed.Training participants(atheltes/experiencers and spectators)in the ice and snow sports is the basis for the development of the ice and snow industry.At the level of business model elements,innovation in thinking mode should be considered,closely combining with product elements and user elements,in order to create and design a more diversified business model,and fully release the energy of ice and snow resources industry.The development of ice and snow sports can not only enhance people’s healthy lifestyle and create good leisure time for people,but also improve and promote their life quality,boost local tourism,expand regional sports consumption,promote sports poverty alleviation,and push local economic development.