体育学刊

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体育赛事与社会软环境改善的双赢策略
石冰1，董胜利2

浏览次数 3676 　

（1.河南农业大学体育学院，河南郑州450002; 2.郑州大学体育系,河南郑州450007）
摘要：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。
关键词：体育赛事；社会软环境；双赢策略
中图分类号：G80-05文献标识码：A文章编号：1006-7116(2006)06-0018-03

Strategies for joint development of sports events and improving social software environment
SHI Bing1， DONG Shengli2

(1.College of Physical Education， Henan Agriculture University,Zhengzhou 450002,China;2.Department of Physical Education，Zhengzhou University,Zhengzhou 450007,China)
Abstract: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 social 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.
Key words:sports event; social software environment; strategies for joint development

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