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体育是一种与人类社会生活密切相关的主体实践活动,而体育价值即是人或社会在与体育互动过程中所产生的意义关系的集合。探讨体育价值的转化问题,实质上是探讨如何将体育进一步人本化、生活化和大众化的问题。贯之以“营销”体育/“卖体育”的理念,明确了体育发展的历史脉络、基本目标、总体任务和方向性策略,不仅有利于拓宽“体育”的内涵,而且有利于从时代发展的高度认识体育的价值,与时俱进地推进体育的社会化和体育价值的社会转化。
Physical education is a kind of subject practice activity which is closely related to human social life, and sports value is the collection of the meaning relations produced by human or society in the process of interaction with sports. To explore the transformation of sports value is essentially to explore how to further human-oriented sports, life and popularization issues. Throughout the concept of “marketing”, “sports” and “selling sports”, the historical context, basic objectives, overall tasks and direction strategies of sports development are clearly defined, which not only help broaden the connotation of “sports” but also It is beneficial to recognize the value of sports from the height of the times and promote the socialization of sports and the social transformation of sports values with the times.