将公益性节庆活动的政府拨款改为商业化筹款是必由之路。其实现的基本条件是:有愿买之人、有可卖之理、交易公平。实现途径是:转变观念、加速市场化改革;回顾总结推广、试点探索提高;加快行业建设和人才培养;强化营销管理、严格营销审计。第23届奥运会的经营思想和经营方法证明了这种改革的可能性。 It will be the only way to change government funding for public welfare festivals to commercial fund-raising. The basic conditions for its realization are: there is a willingness to buy, sell reason, fair trade. The way to achieve this is to change concepts and speed up market-oriented reforms. Review and popularize the programs, explore and improve the pilot programs, speed up the construction of the industry and personnel training, and strengthen marketing management and strict marketing audits. The management ideas and management methods of the 23rd Olympic Games prove the possibility of such reform.