十年全国大众冰雪活动组织特点、品牌模式、可持续发展研究
A Study on the Organizational Characteristics, Brand Models, and Sustainable Development of Ten Year National Mass Ice and Snow Activities

通过分析2014年首届全国大众冰雪季和2018年首届全国大众冰雪欢乐周活动的特点，总结近十年来大众冰雪打造的最主要代表性的活动组织类品牌、雪上赛事品牌、冰上赛事品牌种类，提出了我国大众冰雪活动可持续发展路径：从政策的连续性、动员的社会性、市场的主体性、方案的针对性、活动的主题性、内容的创新性、形式的多样性、场馆的安全性、参与的多众性、品牌的独特性、发展的耦合性、实施的规范性等方面下功夫，不断提升我国大众冰雪活动赛事的品质，为冰雪体育强国做出积极贡献。
By analyzing the characteristics of the first National Popular Ice and Snow Season in 2014 and the first National Popular Ice and Snow Joy Week in 2018, this paper summarizes the most representative event organization brands, snow event brands, and ice event brands created by the public in ice and snow in the past decade. It proposes a sustainable development path for public ice and snow activities in China: from the continuity of policies, the sociality of mobilization, the subjectivity of the market, the pertinence of plans, the theme of activities, the innovation of content, the diversity of forms, the safety of venues, the diversity of participation, the richness of brands, the uniqueness of brands, the coupling of development, and the standardization of implementation, efforts are made to continuously improve the public ice and snow activities in China. The quality of the event makes a positive contribution to the development of a strong country in ice and snow sports.