中文摘要：

在伦敦奥运会上发生的中国女子羽毛球双打选手＂消极比赛＂的事件,说明了奥运金牌战略已对我国竞技体育的发展产生了阻碍性的作用,同时也映射出对竞技体育文化内涵解读的误导。如果不能正确地理解与把握竞技体育文化的精髓,就会在一定程度上造成我国竞技体育的畸形发展。以＂消极比赛＂事件作为研究背景,分析金牌战略思想对竞技体育及其文化解读的误导,旨在为我国竞技体育的未来发展提出警示;为重新制定具有适应性与实效性的发展战略,提供必要的借鉴与参考。

英文摘要：

During the London Olympics, the Chinese women badminton doubles players＇ negative match event, shows Olympic gold medal strategy has not only impeded the development of competitive sports in China, but also reflected the mislead- ing interpretation of the euhural connotation of Sports. Improper understanding and grasping of the essence of sports culture, will to a certain extent cause abnormal development of competitive sport in China. With ＂negative match＂ event as a research back- ground, this paper aims at proposing a warning for the future development of sports in China, and providing the necessary refer- ence for the reformulation of adaptive and effective development sti＇ategy.