摘要
通过回顾奥运会商业化的历程,客观地分析了商业化在奥运会发展历程中的正面影响和负面影响。奥运会的商业化操作的确带来了诸多问题,如:对奥林匹克理想和宗旨的冲击、忽视了奥林匹克的教育功能、使奥运会越来越受制于商业利益等,但是,不可否认,正是奥运会的商业运作挽救了濒危中的奥运会,奥运会之所以能够发展成为世界上最为成功、最为杰出的体育赛事,成功的商业运作可谓是功不可没。故为了遏制奥运会过度商业化的负面影响,使奥运会继续健康发展,使奥林匹克的宗旨和理想得以实现,提出了一些相关建议。
After reviewing the course of the Olympic Games＂ commercialization, We can see the influence of the commercialization on the Olympic Games＂ development clearly, which include the positive impact and negative effects. Indeed, the commercialization have brought out many problems.h influences deeply on Olympics doctrine and spirit; weakening Olympics education function; most importantly, in a large extent the Olympic games is controlled by the business benefits. But it is not to deny the commercialization made the Olympic Games＂ become the successful and the most outstanding athletics game in the world. In order to make Olympic Games continue, some suggestions for preventing the Olympic Games from excessive commercialization and keeping the Olympic ideal are proposed.
出处
《广州体育学院学报》
CSSCI
北大核心
2008年第2期28-32,共5页
Journal of Guangzhou Sport University
关键词
奥运会
商业化
体育经济
Olympics
commercialization
sport economy
