数字化转型促进体育消费升级的推进策略研究  

Strategies of Digital Transformation to Promote Sports Consumption Upgrading

作　　者：刘昌黎 徐金陆 刘嘉航 李明策 于巍 蒋津君[1] LIU Changli;XU Jinlu;LIU Jiahang;LI Mingce;YU Wei;JIANG Jinjun(School of PE,Tianjin University of Sport,Tianjin 301617,China;School of PE,Huanggang Normal University,Huanggang 438000,China;Office of Scientific and Graduate,Tianjin University of Sport,Tianjin 301617,China)

机构地区：[1]天津体育学院体育教育学院,天津301617 [2]黄冈师范学院体育学院,湖北黄冈438000 [3]天津体育学院科研与研究生处,天津301617

出　　处：《天津体育学院学报》2025年第2期188-194,219,共8页Journal of Tianjin University of Sport

基　　金：国家社会科学基金项目(项目编号:22BTY024);天津市哲学社会科学规划项目(项目编号:TJTY22-006);天津市哲学社会科学规划青年项目(项目编号:TJTYQN23-003)。

摘　　要：数字化转型是数字经济时代发展的必然要求,亦是适应居民消费升级新趋势。采用文献资料法、逻辑分析法等,基于马克思消费理论,借助TOE理论分析框架,剖析体育消费升级和数字化转型的内涵,从“生产—消费”辩证视角分析数字化转型促进消费升级的内在逻辑和在“技术—组织—环境”三方面所面临的转型困境,提出针对性策略。在生产端,以数字化转型提升企业效率和提高供给品质;在消费端,以数字化转型拓宽消费方式和凸出消费者主体地位。目前,数字基础建设薄弱,难以全面推进消费升级;主体数字化转型意愿低,难以协同推进消费升级;数字化转型的必要法律与机制保障缺乏,难以合法推进消费升级。为此,应夯实数字基础建设,强化转型与升级技术支撑;加强主体支持,激发转型内部动力;完善立法与信息保障机制,为促进消费升级提供法律保障。Digital transformation is an inevitable requirement of the development of the digital economy era,and also is to adapt to the new trend of residents'consumption upgrading.Using literature method,logical analysis,based on Marx's consumption theory,with the TOE theory analysis framework,we analyzed the connotation of sports consumption upgrade and digital transformation from the dialectical perspective of“production-consumption”digital transformation to promote consumption upgrade internal logic,and in the“technology-organization-environment”facing the transformation,and put forward targeted strategy.At the production end,digital transformation means to improve the efficiency of enterprises and improve the quality of supply;in the consumption end,digital transformation expands the consumption mode and highlights the dominant position of consumers.The digital infrastructure is weak,it is difficult to comprehensively promote consumption upgrading;the main body's willingness for digital transformation is low,and it is difficult to jointly promote consumption upgrading;the necessary legal and mechanism guarantee of digital transformation is lacking,and it is difficult to legally promote consumption upgrading.We should consolidate the digital infrastructure construction,strengthen the technical support of transformation and upgrading;strengthen the subject support,stimulate the internal impetus of transformation;improve the legislation and information guarantee mechanism,and provide legal guarantee for the promotion of consumption upgrading.

关 键 词：数字化转型 体育消费升级 居民体育消费 高质量发展 

分 类 号：G80-05[文化科学—运动人体科学]