摘要
運動商業化為現代社會不可避免的現象，但過度強調商業化卻也傷害運動本身，運動是一種特殊的消費性產品，因此本文利用文獻分析法，從國家體育政策、公部門運動組織與社會運動角度提出；運動產品服務的對象是人，因此所有的生產者應該回歸本質，以服務為本質，提供優良的運動產品，國家體育政策方面，不該過分強調功能性的目標，或是以菁英主義為國家體育施政的準則，必須將運動視為人人應該享有的基本權利。公部門運動組織方面，則需跳脫由政府主導一切的社會主義心態，適時導入民間的經營與活力。社會運動方面，則可導入社會公民服務的概念，將體育運動服務形塑成為一般的公民意識，提高社會公民參與運動服務推廣的動機。
並列摘要
Commercial sports is unavoidable in the modern society. However, commercial sports causes damage to sports too. The purpose of the study is aim to use documentary analysis to discuss the new direction of sports development. The research suggests that the sports is one kind of special product. The consumers of sports is human. Thus, the producers of sports should provide high quality of sports products on basis of service. Therefore, the sports policy makers should enact laws with service. The national sports policy of our country emphasized elites sportsman too much. It should take care all of the civilians much more. Participating sports should be seen as the human rights. When it comes to sports organizations of public sectors, the government need to combine more resource of private companies and forsake the mode which dominant by government. The social sports could introduce the civilian service ideas to encourage more people become the member of social sports promoters. Besides, building the concept of sports service to the civilians motivate much more people to promote sports activities.