数智革新驱动体育品牌价值重构：内涵要素与实施路径-《体育科学研究》

文章信息/Info

Title:: Research on the Connotation Factors of Driving the High Quality Development of Sports Brands

Author(s):: ZHANG Shouyuan1; LIU Qiang2; XIAO Kun2; 1.Physical Education Institue of Jimei University，Xiamen 361021，China；2.Sports Department,Xiamen Institute of Technology,Xiamen 361021，China

Keywords:: digitalintelligence innovation; digital economy; sports brand; sports newconsumption

摘要:: 在数智革新与“双循环”发展格局背景下，综合运用文献计量法和比较分析法，深度探究体育品牌高质量发展的定位背景与内涵要素。在政策扶持、消费习惯转变与数字经济崛起等因素推动下，体育产业结构产生变化，体育品牌发展迎来新契机。研究发现：品牌数智化转型、用户体验深度交互、数据驱动决策、科技创新赋能以及可持续发展战略的数智化实现，是驱动体育品牌高质量发展的关键内涵要素。为此，文章提出体育品牌应抓住数字化赋能机遇实现智能升级，同时在数智时代赋予体育消费者更多权利等策略建议，旨在助力体育品牌精准把握发展方向，在激烈市场竞争中脱颖而出，实现高质量发展，为体育产业发展提供有益参考。

Abstract:: Against the backdrop of digital and intelligent innovation and the “dual circulation” development pattern,this paper comprehensively employs methods such as literature review,logical analysis,and comparative analysis to deeply explore the positioning background and connotative elements of the high-quality development of sports brands.Driven by factors such as policy support,changes in consumption habits,and the rise of the digital economy,the structure of the sports industry has changed,presenting new opportunities for the development of sports brands.The study finds that the digital transformation of brands,in-depth interaction of user experience,data-driven decision-making,the empowerment of scientific and technological innovation,and the digital realization of sustainable development strategies are the key connotative elements driving the high-quality development of sports brands.Therefore,this paper proposes strategic suggestions such as that sports brands should seize the opportunities of digital empowerment to achieve intelligent upgrading,and endow sports consumers with more rights in the digital and intelligent era.The aim is to assist sports brands in accurately grasping the development direction,standing out in the fierce market competition,achieving high-quality development,and providing useful references for the development of the sports industry.