現代奧林匹克運動會在1896年復興辦理至今，時序到2020年應該要邁入第32屆，然而卻因為COVID-19疫情的原因，導致出現現代奧運會史上第一次的延後辦理，其原因也是來自運動商業化的考量。本研究針對現代奧運會運動商業化的社會發展進行分析，將其發展脈絡從萌芽期（1896~）、成長期（1973~1984）、成熟期（1985~2020）等的社會涵義進行描摹，並針對後疫情（2021~）階段的運動商業化發展提出展望，以作為後續研究深化相關議題的思維。

Since the revival of the modern Olympic Games in 1896, the time sequence should have entered the 32nd session in 2020. However, due to the COVID-19 pandemic, the first delay in the history of the modern Olympic Games occurred. The main reason comes from the consideration of sport commercialization. This research analyzes the social development of sport commercialization of the modern Olympic Games, and describes its development context from the embryonic period (1896~), the growth period (1973~1984), the mature period (1985~2020), and puts forward prospects for the sport commercialization for the post-COVID-19 pandemic period (2021~). Follow-up studies are also proposed to deepen the thinking on related issues.