北京2022年冬奥会激发了北京冰雪市场潜力。目前，北京从政策红利、区域资源配置、城市消费活力、冰雪产业发展、奥运文化传播等方面为后奥运时代北京冰雪产业高质量发展打下了坚实的基础。同时，丰富的奥运遗产、巨大的冰雪消费市场，以及北京国际消费中心、国际体育名城、科技创新中心的建设，都为赛后北京冰雪产业发展提供了良好机遇。但北京冰雪产业也面临着冰雪场地运营能力不足、产品服务标准缺失、本土品牌优势较弱、冰雪人才短缺等问题。因此，本研究提出相关建议：充分利用城市奥运遗产，为冰雪产业发展注入新动能；立足国内体育消费需求，增强品牌创新意识；推进冰雪领域标准化建设，提升国际市场话语权；加大冰雪人才要素投入，助力人才培养提档升级；等等。
The Beijing 2022 Winter Olympics has stimulated the potential of Beijing’s ice and snow market. At present，Beijing has laid a solid foundation for the high-quality development of Beijing’s ice and snow industry in the post-Olympic era from the aspects of policy dividends，regional resource allocation，urban consumption vitality，the development of the ice and snow industry，and the dissemination of Olympic culture. At the same time，the rich Olympic legacy，the huge ice and snow consumption market，and the construction of Beijing international consumption center，international sports city，and scientific and technological innovation center all provide good opportunities for the development of Beijing’s ice and snow industry. However，the Beijing ice and snow industry is also facing problems such as insufficient operation capacity of ice and snow venues，lack of product and service standards，weak advantages of local brands，and shortage of ice and snow talents. Therefore，the suggestions are as follows：make full use of the city’s Olympic legacy and inject new momentum into the development of ice and snow；activate domestic sports consumption demand and enhance brand innovation awareness；promote the standardization construction and enhance the international discourse power；increase the input of ice and snow talent elements to perfect personnel training system.
