“冷资源”释放“热效应”：冰雪体育赛事促消费的策略研究-《体育科学研究》

文章信息/Info

Title:: “Cold Resources” Release “Thermal Effect”:Research on the Strategy of Promoting Consumption in Ice and Snow Sports Events

作者:: 李彦龙1; 徐帅帅2; （1.哈尔滨体育学院学术理论研究部，黑龙江哈尔滨 150008；2.哈尔滨体育学院体育教育学院，黑龙江哈尔滨 150008）

Author(s):: LI Yanlong1; XU Shuaishuai2; (1.Academic Theory Research Department,Harbin Sports University,Harbin 150008,China;2.College of Physical Education,Harbin Sports University,Harbin 150008,China)

Keywords:: ice and snow sports events; ice and snow economy; snow and ice consumption; ice and snow industry; ice and snow services

摘要:: 大力发展冰雪经济是党和国家做出的重要部署，以冰雪体育赛事促消费既是贯彻国家战略的应然选择，也是助推冰雪消费成为扩大内需新增长点的必要手段。为加快冰雪“冷资源”释放经济“热效应”，运用文献资料法与逻辑分析法，对冰雪体育赛事促消费的价值意蕴、现实困境与推进策略进行研究。研究认为：冰雪体育赛事具有驱动区域经济增长、推动消费结构升级、提升城市品牌价值、实现消费绿色转型等促进消费的价值，但存在季节性约束缩短消费周期、配套服务供给与消费需求错配、产业融合有限抑制消费潜能释放、文化内涵不足降低消费黏性等现实困境。研究提出了构建全季运营生态、优化赛事配套服务、推动产业深度融合、强化文化价值传导的推进策略。

Abstract:: Vigorously developing the ice and snow economy is the latest deployment made by the party and the country.Promoting consumption through ice and snow sports events is not only an inevitable choice to implement the major national strategy,but also a necessary means to realize ice and snow consumption as a new growth point for expanding domestic demand.In order to speed up the release of economic “hot effect” by ice and snow “cold resources”,this paper studies the value implication,realistic dilemma and promotion strategy of ice and snow sports events to promote consumption by using the methods of literature and logical analysis.The study believes that the promotion of consumption by ice and snow sports events has the value of driving regional economic growth,promoting the upgrading of consumption structure,enhancing the value of urban brands,and realizing the green transformation of consumption.However,there are practical difficulties,such as seasonal constraints to shorten the consumption cycle,mismatch between supporting service supply and consumption demand,limited industrial integration to inhibit the release of consumption potential,and insufficient cultural connotation to reduce consumption stickiness.The research put forward the promotion strategy of constructing the whole season operation ecology,optimizing the supporting services of the event,promoting the deep integration of the industry,and strengthening the transmission of cultural value.