現代奧林匹克運動會運動商業化的社會發展脈絡與展望

The Social Development and Prospect of the Commercialization of the Modern Olympic Games

現代奧林匹克運動會在 1896 年復興辦理至今，時序到 2020 年應該要邁入第32 屆，然而卻因為 COVID-19 疫情的原因，導致出現現代奧運會史上第一次的延後辦理，其原因也是來自運動商業化的考量。本研究針對現代奧運會運動商業化的社會發展進行分析，將其發展脈絡從萌芽期（1896~）、成長期（1973~1984）、成熟期（1985~2020）等的社會涵義進行描摹，並針對後疫情（2021~）階段的運動商業化發展提出展望，以作為後續研究深化相關議題的思維。

Since the revival of the modern Olympic Games in 1896, the time sequence should have entered the 32nd session in 2020. However, due to the COVID-19 pandemic, the first delay in the history of the modern Olympic Games occurred. The main reason comes fro m the consideration of sport commercialization. This research analyzes the social development of sport commercialization of the modern Olympic Games, and describes its development context from the embryonic period (1896~), the growth period (1973~1984), the mature period (1985~2020), and puts forward prospects for the sport commercialization for the post-COVID-19 pandemic period (2021~). Follow-up studies are also proposed to deepen the thinking on related issues.