CAJ | 학술논문

对山东省体育节庆活动发展现状及存在问题进行全面的剖析。研究发现：山东省体育节庆活动缺乏统一规划，节庆主题活动重复开发；过度依赖政府，节庆后期发展乏力；运营管理水平较低，缺乏标志性体育节庆活动；民俗体育功能异化，群众基础流失严重等问题。建议山东省政府统筹规划，建立协同运作机制；创新节庆运作模式，提高市场化运作水平；强化节庆品牌意识，实施专业化运营；倡导“整体性保护”发展模式，鼓励城乡共同参与。
대산동성체육절경활동발전현상급존재문제진행전면적부석。연구발현：산동성체육절경활동결핍통일규화，절경주제활동중복개발；과도의뢰정부，절경후기발전핍력；운영관리수평교저，결핍표지성체육절경활동；민속체육공능이화，군음기출류실엄중등문제。건의산동성정부통주규화，건립협동운작궤제；창신절경운작모식，제고시장화운작수평；강화절경품패의식，실시전업화운영；창도“정체성보호”발전모식，고려성향공동삼여。
The authors dissected the current situation of development of sports festival activities in Shandong prov-ince, and found that sports festival activities in Shandong province had the following problems: there was a lack of unified planning; festival themes was repeatedly developed; the government was overly relied on; there was a lack of a driving force for the late development of the festivals; the operation management performance was poor; there was a lack iconic sports festival activities; folk sports functions were dissimilated; the mass base was weakened se-riously, etc. The authors proposed that the government of Shandong province carry out unified planning, establish a cooperative operating mechanism, innovate festival operating modes, enhance market oriented operation, intensify the awareness of festival brands, implement professionalized operation, advocate the mode of “overall protected” development, and encourage the joint participation of cities and towns.