中国体育职业联赛商业价值的数字化重塑——基于数字营销的视角-《体育科学研究》

文章信息/Info

Title:: Digital Reconstruction of Commercial Value of Chinese Sports Professional League From the Perspective of Digital Marketing

作者:: 张富1; 蔡宝家2; 郑桂凤3; （1.华南师范大学体育科学学院，广东广州 510006；2.厦门大学体育教学部，福建厦门 361005；3.厦门大学嘉庚学院，福建厦门 363105）

Author(s):: ZHANG Fu1; CAI Bao-jia2; ZHENG Gui-feng3; （1.School of PE and Sports Science, South China Normal Univ., Guangzhou 510006, China；2.Dept. of PE, Xiamen Univ., Xiamen 361005, China；3. Tankahkee College of Xiamen University，Xiamen 363105，China）

Keywords:: sports professional league; commercial value; digital marketing; digitalize

摘要:: 在数字化时代，面对数字经济带来的机遇与挑战，通过数字营销战略实现商业价值重塑是推动我国体育职业联赛高质量发展的应然进路与必然要求。运用文献资料法与逻辑分析法，从概念界定、影响因素、动能模型三个方面分析了体育职业联赛商业价值的学理内涵。在消费主体、消费需求、消费模式均呈现出数字经济特征的基础上，中国体育职业联赛商业价值的数字化重塑在战略方向上应以消费者为中心，重塑其品牌价值、生态价值及客户价值，在实践进路上应明确转型决策、构建实施系统、制定执行策略。

Abstract:: In the digital era, facing the opportunity and challenge of the digital economy, realizing the reconstruction of commercial value through digital marketing strategy is the natural path and inevitable requirement to promote the high-quality development of Chinese sports professional league. Using the method of literature and logical analysis, this paper has analyzed the theoretical connotation of the commercial value of sports professional league from three aspects: concept definition, influencing factors and kinetic energy model. On the basis that consumer subject, consumer demand, and consumption pattern all show the characteristics of digital economy, the digital reconstruction of commercial value of Chinese sports professional league should focus on consumers to reshape the brand value, ecological value and customer value in the strategic direction, and should clarify transformation decision, build implementation system, and formulate implementation strategies on the practical approach.