体育品牌消费模式创新:新兴技术驱动的模式演变与路径探索  

Innovation in Consumption Models of Sports Brands:Model Evolution and Pathway Exploration Driven by Emerging Technologies

作　　者：高思雨 周成林 李海 GAO Siyu;ZHOU Chenglin;LI Hai(School of Psychology,Shanghai University of Sport,Shanghai 200438,China;School of Economics and Management,Shanghai Sport University,Shanghai 200438,China)

机构地区：[1]上海体育大学心理学院,上海200438 [2]上海体育大学经济管理学院,上海200438

出　　处：《沈阳体育学院学报》2024年第6期117-123,共7页Journal of Shenyang Sport University

基　　金：上海体育大学研究生自主科研创新计划项目(YJSCX-2023-033)。

摘　　要：在新兴技术驱动下,体育品牌消费模式与路径不断创新和优化。采用文献资料法与逻辑分析法,围绕体育品牌消费行为模式和认知模式建构,系统阐述新兴技术驱动体育品牌消费的主要成效。研究认为,新兴技术通过促进系统化监控、提升预测准确性和优化评估效果驱动体育品牌消费模式演变。通过建设体育品牌消费的云平台、构建视觉搜索特征预测模型以及优化智能营销策略,体育品牌运营商得以精准满足市场需求,增强品牌与消费者的互动体验。未来,建立消费者行为分析与预测模型、深化应用全渠道整合营销及创新个性化智能营销策略将推动体育品牌消费模式的持续发展,助力体育品牌在不断变化的市场中保持竞争优势。Driven by emerging technologies,the models and pathways of sports brand consumption are continually innovated and optimized.This study employs literature review and logical analysis to systematically expound the main achievements of emerging technologies in advancing sports brand consumption based on consuming behavior models of sports brand and the construction of cognitive patterns.It suggests that emerging technologies promote the model evolution of sports brand consumption by enabling systematic monitoring,enhancing predictive accuracy and optimizing evaluation effectiveness.By establishing a cloud platform for sports brand consumption,developing a predictive model for visual search features,and refining intelligent marketing strategies,sports brand operators can more accurately align with market demands and strengthen interactions between brands and consumers.Looking ahead,advancements in consumer behavior analysis and predictive models,the deep application of omnichannel integration marketing,and the innovative personalized intelligent marketing strategies will drive the ongoing growth of sports brand consumption models,supporting sports brands in maintaining a competitive advantage in a dynamic market.

关 键 词：新兴技术 体育消费 体育品牌 人工智能 消费模式 

分 类 号：G80[文化科学—运动人体科学]