乡村振兴战略背景下乡村体育赛事品牌的生成机理与培育路径研究——以贵州“村BA”为例  

Research on the Formation Mechanism and Cultivation Path of Rural Sports Event Brand under the Background of Rural Revitalization Strategy——Taking Village Basketball Association(Cun BA)in Guizhou Province as an Example

作　　者：潘凯凡 沈克印[1,2] PAN Kaifan;SHEN Keyin(School of Economics and Management,Wuhan Sports University,Wuhan 430079,China;Hubei Sports Industry Research Center,Wuhan 430079,China)

机构地区：[1]武汉体育学院经济与管理学院,武汉430079 [2]湖北体育产业研究中心,武汉430079

出　　处：《河北体育学院学报》2024年第5期1-7,共7页Journal of Hebei Sport University

基　　金：教育部哲学社会科学研究后期资助项目(21JHQ086)。

摘　　要：运用文献资料法和案例分析法,以贵州“村BA”篮球赛为典型案例,探析乡村体育赛事品牌促进乡村振兴的时代价值、生成机理及培育路径。指出,乡村体育赛事品牌具有促进乡村产业、生态、文化、人才、组织振兴的多重价值。乡村体育赛事品牌的生成需要依赖政策规划做好顶层设计,依赖全民参与形成路径保障,依赖因地制宜凝练独特优势,依赖品牌策略提供有力支撑。在此基础上提出,通过系统培育赛事环境,夯实品牌发展基础;推动多元主体协同合作,凝聚品牌发展合力;利用资源驱动产业融合,拓展品牌发展模式;实施有效的品牌策略,扩大品牌影响。旨在为乡村体育赛事健康发展、促进乡村振兴提供参考借鉴。By using the methods of literature and case analysis,taking the Village Basketball Association(Cun BA)in Guizhou game as a typical case,this paper explores the era value,formation mechanism and cultivation path of rural sports event brand to promote rural revitalization.It is pointed out that the brand of rural sports events has multiple values to promote the revitalization of rural industry,ecology,culture,talents and organizations.The formation of rural sports event brand needs to rely on policy planning to do a good job in top-level design,rely on the participation of the whole people to form a path guarantee,rely on local conditions to condense unique advantages,and rely on brand strategy to provide strong support.On this basis,it is proposed to cultivate the competition environment through the system and consolidate the foundation of brand development;promote the cooperation of multiple subjects and gather the joint force of brand development;use resources to drive industrial integration and expand brand development models;implement effective brand strategy and expand brand influence.It aims to provide reference for the healthy development of rural sports events and the promotion of rural revitalization.

关 键 词：乡村振兴 群众体育 乡村体育赛事 赛事品牌 贵州“村BA” 

分 类 号：G80-05[文化科学—运动人体科学]