“乔丹体育”侵权事件反映出当前我国体育消费理念单一、体育消费行为盲目。应重构我国体育消费文化，在保持合规律性与合目的性统一、物质消费与精神消费统一、注重社会选择与个人选择统一的核心理念基础上，以坚持适度原则、认识物质消费的文化内涵原则、强调体育运动的审美性原则，正确引导人们重塑健康、科学、可持续发展的体育消费文化观。% The incident of Qiaodan sports infringement reflects that sports consumption conceptions are undiversi-fied and sports consumption behaviors are blind in China today. It says that should reconstruct sports consumption culture in China, make theoretical preparations for rebuilding sports consumption culture by using the core concep-tion of maintaining the unification of pattern conformance and purpose conformance, the unification of material consumption and spiritual consumption, and the unification of social choices and individual choices, by appropri-ately understanding the cultural connotations of material consumption, and by emphasizing the principle of sports aesthetics, and correctly guide people to rebuild a cultural view of healthy, scientific and sustainable sports con-sumption.
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