金融手段促进体育赛事消费的逻辑机理、现存困境与实现路径-《体育科学研究》

文章信息/Info

Title:: Financial Promotion of Sports Event Consumption in China:Mechanisms,Challenges,and Pathways

作者:: 冯晓露1; 刘芯1; 杨铭1; 邹昀2; （1.浙江大学教育学院体育学系，浙江杭州 310058；2.天津体育学院武术与民族传统体育学院，天津 301617）

Author(s):: FENG Xiaolu1; LIU Xin1; YANG Ming1; ZOU Yun2; （1.Department of Sports Science,College of Education,Zhejiang University,Hangzhou 310058,China;2.College of Martial Arts and Traditional National Sports,Tianjin University of Sport,Tianjin 301617,China）

Keywords:: sports event consumption; financial support; consumer finance; digital finance; sports insurance

摘要:: 体育赛事消费是以体育赛事为核心场景，个体或组织为满足观赏、参与、体验、社交等多重需求而产生的综合性消费行为。在“扩内需、促消费”战略背景下，体育赛事消费作为体育消费结构升级的重要组成部分，逐渐成为提振消费的重要着力点。研究基于生命周期理论和流动性约束理论，系统剖析金融手段促进体育赛事消费的逻辑机理，指出当前存在金融支持重实体轻消费、产品与服务创新不足、场景嵌入与技术支撑薄弱、信用体系与保险制度不健全等现存困境。在此基础上，提出加强消费金融服务、创新数字金融工具、丰富赛事保险产品、加大普惠金融力度等路径，以期为政策制定者、金融机构和赛事组织者提供理论参考与实践借鉴，推动金融手段更好地赋能体育赛事消费的高质量发展。

Abstract:: Sports event consumption refers to comprehensive consumer behaviors undertaken by individuals or organizations to fulfill their needs for viewing,participation,experience,and social interaction in the context of sporting events.Against the backdrop of China’s “expanding domestic demand and boosting consumption” strategy,sports event consumption has become an increasingly vital component of the sports consumption upgrade and a key lever for stimulating broader consumer activity.Drawing upon the Life-Cycle Hypothesis and Liquidity Constraint Theory,this study systematically examines the logical mechanisms by which finance promotes sports event consumption.It identifies four major challenges currently hindering progress:the dominance of finance in physical infrastructure over consumption activities,a lack of innovation in financial products and services,insufficient integration of financial tools into consumption scenarios,and an underdeveloped credit and insurance system.Based on this diagnosis,the paper proposes practical pathways including the enhancement of consumer financial services,the innovation of digital financial tools,the diversification of event insurance products,and the expansion of inclusive finance.These findings aim to provide theoretical insight and practical guidance for policymakers,financial institutions,and event organizers,thereby promoting high-quality development of sports event consumption empowered by finance.