北京冬奥文化遗产是中国北京留给奥林匹克运动的巨大物质和精神财富。如何活化北京冬奥文化遗产并且深层次推进北京冰雪文化发展？针对北京春节节庆味道变淡与魅力减值、北京冰雪消费提质升级、春节节庆化解北京居民心理舒缓问题等三大问题，通过解析北京冬奥文化遗产活化与春节节庆气氛的提升、“三亿人上冰雪”的愿景延伸、中国冰雪传统文化弘扬以及后疫情时代百姓心理健康问题化解等内在机理，结合“春节”和“冬奥文化遗产”两个要素，以欢乐和健康为内核，提出打造北京春节公路雪上马拉松狂欢周、“三山五园”“三条文化带”冰雪联欢月、奥运冰雪场馆室内冰雪运动季、冰雪文化直播和视频的网红打卡点等四个活动建议，从规模、体量和品牌上全面打造北京冰雪嘉年华活动。
The cultural heritage of Beijing Winter Olympics is the great material and spiritual wealth that Beijing has left to the Olympic Movement. How to activate the cultural heritage of Beijing Winter Olympics and promote the ice and snow culture in Beijing？Aiming such three major problems of Beijing’s Spring Festival as the fading taste and charm of Beijing’s snow and ice consumption，the upgrading of Beijing’s snow and ice consumption，and the Spring Festival to relieve the psychological relief of Beijing residents，by analyzing the internal mechanism of the activation of Beijing Winter Olympics cultural heritage and the improvement of Spring Festival atmosphere，the extension of the vision of “engaging 300 million Chinese in sport on snow and ice”，the promotion of China’s traditional ice and snow culture and the resolution of people’s mental health problems in the post-epidemic era，combining the two elements of “Spring Festival” and “Winter Olympics cultural heritage”，taking joy and health as the core，Four suggestions are proposed for Beijing Spring Festival Ice and Snow Carnival activities，including Beijing Spring Festival Road Snow Marathon Carnival Week，“Three Mountains and five Gardens”，“Three Cultural Belts” Ice and Snow Festival Month，Winter Sports Season at Olympic Venues，and online celebrity punch points for live broadcast and video of ice and snow culture，so as to comprehensively build Beijing Spring Festival Ice and Snow Carnival activities in terms of scale，volume and brand.
