数字赋能体育新型消费发展的逻辑机制与推进路径——基于数字创新生态系统理论视角  

The Logic Mechanism and Promotion Path of the Digital-Enabled Sports New-Type Consumption:Based on the Theoretical Perspective of the Digital Innovation Ecosystem

作　　者：张艳枚 曾玉兰 ZHANG Yan-mei;ZENG Yu-lan(School of Sports&Physical Education,Huizhou University,Huizhou,Guangdong 516000,China;School of Physical Education and Sport Science,Fujian Normal University,Fuzhou,Fujian 350117,China)

机构地区：[1]惠州学院体育学院,广东惠州516000 [2]福建师范大学体育科学学院,福建福州350117

出　　处：《体育研究与教育》2025年第1期26-33,共8页Sports Research and Education

基　　金：广东省哲学社会科学规划项目(GD23XTY34)。

摘　　要：数字赋能体育新型消费指利用数字技术和互联网平台,对体育消费模式进行创新和优化,从而提升消费者体验和满足其多样化需求的过程。笔者运用文献资料、逻辑分析等研究方法,以数字创新生态系统理论为基础,分析体育新型消费的内涵,剖析其机理与问题,并提出了实施路径。研究指出,平台、企业、消费者和政府四类创新主体从创新数据支持、场景实现、需求引导和环境打造四个方面赋能“八新”实现体育消费向“新”而行;目前体育新型消费仍面临体育产业数实融合不充分、消费场景条状化分割、消费需求结构不均衡、消费市场监管缺位等现实挑战,需从加强新要素配置、深化融合新模式、挖掘新消费需求、加强新制度保障等路径为体育新型消费发展开辟新路径。Digital-enabled sports new-type consumption refers to the process of using digital technology and the Internet platform to innovate and optimize sports consumption patterns,so as to enhance consumer experience and meet their diversified needs.With the methods of literature review and logical analysis and based on the theory of digital innovation ecosystem,this paper analyzes the connotation,mechanism and problems of new-type consumption,and puts forward the implementation path.The study found that platforms,enterprises,consumers and the government can make sports consumption go from“eight news”to“News”from four aspects of data support,scene realization,demand guidance and environment building.At present,the new sports consumption is still faced with the challenges of insufficient integration in the sports industry,strip segmentation of the consumption scenes,unbalanced consumption demand structure and lack of supervision on the consumption market.It is necessary to open up a new path for the development of new-type consumption by strengthening the allocation of new factors,deepening the integration of new models,tapping new consumption needs and strengthening new system guarantee.

关 键 词：数字创新生态系统理论 数字经济 体育企业 新型消费 体育消费 

分 类 号：G80-052[文化科学—运动人体科学]