体育赛事与社会软环境改善的双赢策略

Strategies for joint development of sports events and improving social software environment

体育赛事具有社会公益性和商业性的双重特征。发展体育赛事,就必须既要以市场经济理念把握原有投资主体的公益行为转化为以盈利为目的的社会商业行为过程,又要重视体育这种特殊的文化现象的传播、影响、渗透的特点,使体育赛事不仅为满足人们的体育消费搭建广阔的市场平台;并且,通过体育所倡导的精神和各种实践活动的文化理念的渗透,达到影响、促进和提高国民综合素质、政务环境和社会环境,建立与社会可持续发展相一致的发展意识及和谐理念等多种目标,实现体育赛事与社会软环境改善的双赢。

Sports events are provided with both the social beneficial and social commercial characteristics. To develop sports events, we must not only turn the social beneficial behavior of the investment principals into the profit driven soelal commercial behavior based on the conception of market economy, but also value the characteristics of communication,influence and pervasion of this kind of special cultural phenomenon, so that sports event can not only build a huge market platform for meeting the needs of people for sport consumption, but also achieve various goals such as influencing, boosting and enhancing citizen＇s comprehensive makings, government running environment and social environment, and establishing the development awareness and harmonious conceptions which are consistent with the sustainable development of the society ,via the spiritual essence advocated by sport as well as the pervasion of cultural conceptions of various practical activities, thus realizing joint development of sports events and improving social software environment.