Transformation of Ice and Snow Leisure Service Industry Based on Value Orientation of "Yearning for a Better Life".

The 2022 Beijing Winter Olympics have ushered in an important opportunity for the development of the ice and snow leisure industry, and also put forward new requirements. Based on this, using the research methods of literature and logical analysis, from the perspective of the value orientation of "yearning for a better life", this paper puts forward the transformation path and the expectation of its future development on the basis of exploring the opportunities, challenges, forms and difficulties of the development of ice and snow leisure service industry. According to the research, under the value orientation of "yearning for a better life", the ice and snow leisure industry has ushered in the opportunity of demographic dividend and policy dividend, and proposed the development mission of industrial innovation, transformation and upgrading and the new requirements of full, balanced and integrated development of the industry. At the same time, the ice and snow leisure service industry is also facing the development dilemma of insufficient supply, low supply quality, unbalanced supply, low supply efficiency, single supply subject and weak supply vitality. Therefore, the paper puts forward three transformation paths of "optimizing supply content, innovating supply mode and cultivating supply subject", and further expects to form a solid mass foundation for ice and snow sports, achieve the double promotion of the competitive level and international competitiveness of ice and snow sports, and further improve the ice and snow leisure service industry system. [ABSTRACT FROM AUTHOR]