“美好生活向往”价值取向量度下冰雪休闲服务业的转型研究

Transformation of Ice and Snow Leisure Service Industry Based on Value Orientation of“Yearning for a Better Life”

2022年北京冬奥会为冰雪休闲服务业的发展迎来了重要契机,同时也提出了新的要求。基于此,运用文献资料、逻辑分析等研究方法,从"美好生活向往"价值取向的角度切入,在探究冰雪休闲服务业发展的机遇、挑战、形态与困境的基础上提出转型的路径及其未来发展的期待。研究认为,"美好生活向往"价值取向量度下冰雪休闲服务业迎来了人口红利、政策红利的机遇,并提出产业创新、转型升级的发展使命与产业充分、均衡、融合发展的新要求。同时,冰雪休闲服务业亦面临着供给不充分、供给质量不高,供给不平衡、供给效率低下,供给主体单一、供给活力不强的发展困境,由此提出"优化供给内容、创新供给方式、培育供给主体"3条转型路径,期待更进一步形成坚实的冰雪运动群众基础、实现冰雪运动竞技水平与国际竞争力的双提升以及促进冰雪休闲服务体系更进一步完善。

The 2022 Beijing Winter Olympics have ushered in an important opportunity for the development of the ice and snow leisure industry,and also put forward new requirements.Based on this,using the research methods of literature and logical analysis,from the perspective of the value orientation of"yearning for a better life",this paper puts forward the transformation path and the expectation of its future development on the basis of exploring the opportunities,challenges,forms and difficulties of the development of ice and snow leisure service industry.According to the research,under the value orientation of"yearning for a better life",the ice and snow leisure industry has ushered in the opportunity of demographic dividend and policy dividend,and proposed the development mission of industrial innovation,transformation and upgrading and the new requirements of full,balanced and integrated development of the industry.At the same time,the ice and snow leisure service industry is also facing the development dilemma of insufficient supply,low supply quality,unbalanced supply,low supply efficiency,single supply subject and weak supply vitality.Therefore,the paper puts forward three transformation paths of"optimizing supply content,innovating supply mode and cultivating supply subject",and further expects to form a solid mass foundation for ice and snow sports,achieve the double promotion of the competitive level and international competitiveness of ice and snow sports,and further improve the ice and snow leisure service industry system.