新质生产力视域下我国乡村体育赛事品牌发展路径-《体育科学研究》

文章信息/Info

Title:: The Development Path of Rural Sports Event Intellectual Property Brands in China under the Perspective of New Quality Productive Forces

Author(s):: AN Fuxiu1; 2; （1.Shandong Institute of Physical Education College of Sport and Leisure,Jinan 250102，China;2.Sports Bank Thinktank Co.,Ltd,Beijing 100101，China）

Keywords:: rural sports event; branded event; new quality productivity; event operation

摘要:: 为更好推动乡村体育赛事高质量发展，研究采用文献资料、逻辑分析等方法，探究新质生产力背景下乡村体育赛事发展的现状、困境及推进路径。研究发现：中国乡村体育赛事发展较快，形成了部分知名体育赛事品牌，但仍存在若干发展困境。诸如缺乏高价值的乡村体育赛事品牌；乡村体育赛事品牌创新、创意不足；乡村体育赛事品牌发展人才储备不足；乡村体育赛事品牌商业化运营水平不高等。基于此建议：以创新驱动乡村体育赛事品牌发展；加强新型劳动者培养；强化乡村体育赛事品牌商业化运营能力；积极培育乡村体育赛事消费群体；培育乡村体育赛事传播新动能，加强多元资源供给，从而打造具有广泛影响力的中国乡村体育赛事品牌。

Abstract:: In order to better promote the high-quality development of rural sports events,this study adopts research methods such as literature review and logical analysis to explore the current situation,difficulties,and path selection of promoting the development of rural sports events under the background of new quality productivity.The results indicate that rural sports events in China have developed rapidly,forming some well-known sports event IP,but there are still several development challenges.Lack of high-value rural sports event IP;Insufficient innovation and creativity in rural sports event IP;Insufficient talent reserve for the development of IP in rural sports events;The commercial operation level of rural sports event IP is not high.It is suggested to drive the development of rural sports event IP through innovation,strengthen the training of new workers,enhance the commercial operation capability of rural sports event IP,actively cultivate the consumer group of rural sports events,cultivate new driving forces for the dissemination of rural sports events,strengthen the supply of diversified resources,and thus create a widely influential Chinese rural sports event IP.