CAJ | 학술논문

现阶段我国农村体育文化还属于低商业价值高社会价值的文化产品，但是基于可持续发展的需要来看，农村体育文化建设应在凸显“社会性效益”的同时兼顾其商业性价值，关注农村体育文化市场培育。目前我国农村体育文化建设的价值诉求表现为：以和谐为主题的核心价值诉求；以培养新型农民为根本的人本价值诉求；以促进农村经济建设为目标的发展价值诉求；以建立农村体育良性发展机制为内核的生态体育价值诉求等方面。如今全面开展的农村体育文化建设，以改革开放30年巨大的经济成就和深刻的社会制度变革为历史背景，以让广大农民共享改革开放巨大经济和社会建设成果为理念。它集中地体现我国政府建设和谐、公正、民主国家的责任感与使命感，体现我国体育行政由工具理性向价值理性的深刻转变，搭建全社会多极利益主体通过农村体育文化建设实现互利、合作与共赢的平台。
현계단아국농촌체육문화환속우저상업개치고사회개치적문화산품，단시기우가지속발전적수요래간，농촌체육문화건설응재철현“사회성효익”적동시겸고기상업성개치，관주농촌체육문화시장배육。목전아국농촌체육문화건설적개치소구표현위：이화해위주제적핵심개치소구；이배양신형농민위근본적인본개치소구；이촉진농촌경제건설위목표적발전개치소구；이건립농촌체육량성발전궤제위내핵적생태체육개치소구등방면。여금전면개전적농촌체육문화건설，이개혁개방30년거대적경제성취화심각적사회제도변혁위역사배경，이양엄대농민공향개혁개방거대경제화사회건설성과위이념。타집중지체현아국정부건설화해、공정、민주국가적책임감여사명감，체현아국체육행정유공구이성향개치이성적심각전변，탑건전사회다겁이익주체통과농촌체육문화건설실현호리、합작여공영적평태。
As a cultural product, rural sports culture has low commercial value with high social value at the present stage. Based on the needs of sustainable development, rural sports culture should be highlighted social benefits while taking into account its commercial value,attention to sports culture,market cultivation in rural areas. At present the construction of rural sports and cultural value of demand as follows： Harmony as the core value of the subject demandsTo train new farmers as the fundamental aspirations of the people of this valueTo promote rural economic development as the goal of the development value of demandTo establish a sound development mechanism for rural sports as its core value of the ecological demands of sports, and so on. For the historical background of 30 years reform and opening up, the tremendous economic achievements and profound social institutional has been made. It reflects our government responsibility and mission for constructing harmonious,justness and democratic country, and shows the deeply change from instrumental rationality to valuable rationality in sports administration, and builds up the platform for multiple structure of the whole society through the rural sports in realizing cultural interests,mutual benefit,cooperation and win-win situation.