摘要：基于国家“好利”政策实施下，对南方冰雪运动现实发展进行评述，并运用SWOT分析模型对新时期下冰雪运动在我国南方推广的内外影响因素进行分析。结果表明：政策支持、经济发达且大众对冰雪运动喜爱度高等内部优势以及北京冬奥会的举办，互联网以及体育产业的发展等外部机遇共同促进了南方冰雪运动的发展。冰雪运动场地少，组织管理不完善，专业人员匮乏等内部劣势以及冰雪设备技术短板，其他项目的竞争以及冰雪文化底蕴不足等外部挑战限制了南方冰雪运动的推广。因此，冰雪运动在南方未来的发展中应以（W-O）扭转型策略为主，（S-O）增长型策略为辅助，通过（S-T）多元路径发展，（W-T）集中资源打造局部优势等策略促进南方冰雪运动的可持续发展。

关键词：北冰南展；政策述评；冰雪运动；SWOT

Research on the Promotion of Ice and Snow Sports in the South underthe Implementation of the "North Ice South Exhibition" policy

Abstract: Based on the implementation of the national "good profit" policy,this paper reviews the actual development of snow sports in the South,and uses the SWOT analysis model to analyze the internal and externalfactors affecting the promotion of snow sports in southern my country in the new era. The results show that internal advantages such as policy support,a developed economy and a high degree of public preference for ice and snow sports, as well as external opportunities such as the Beijing Winter Olympics, the development of the Internet and the development of the sports industry, have jointly promoted the development of ice and snow sports in the South. The lack of ice and snow sports venues, imperfect organization and management,lack of professionals and technical shortcomings of ice and snow equipment,competition from other projects and insufficient ice and snow cultural heritage have restricted the promotion of southern ice and snow sports. Therefore, the future development of ice and snow sports in the South should be based on the (WO) reversal strategy,and the (SO) growth strategy as the auxiliary, and promote the South through strategies such as (ST) diversified path development and (WT) concentrated resources to create local advantages. Sustainable development of ice and snow sports.

Key words: North Ice South Exhibition; Policy review;Ice and Snow Sports; SWOT