数字化转型背景下CBA俱乐部虚拟品牌社区建设的价值意蕴、现实困境及实践进路  

Value Implication,Realistic Dilemma and Practical Approach of CBA Club Virtual Brand Community Construction Under the Background of Digital Transformation

作　　者：王文龙 崔佳琦 邢金明[1] 米靖[2] WANG Wenlong;CUI Jiaqi;XING Jinming;MI Jing(College of P.E.,Northeast Normal University,Changchun 130024,Jilin,China;School of Competitive Sports,Beijing Sport University,Beijing 100084,China)

机构地区：[1]东北师范大学体育学院,吉林长春130024 [2]北京体育大学竞技体育学院,北京100084

出　　处：《山东体育学院学报》2025年第2期64-73,共10页Journal of Shandong Sport University

基　　金：国家社会科学基金重大项目(编号:21&ZD341);国家社会科学基金后期资助项目(编号:24FTYB010);国家资助博士后研究人员计划(编号:GZC20240239);吉林省社会科学基金青年项目(编号:2024C89)。

摘　　要：该研究运用文献资料、参与式观察及深度访谈等方法,探究了数字化转型背景下CBA俱乐部虚拟品牌社区建设的内涵特征、价值意蕴、现实困境及实践进路。研究认为:CBA俱乐部虚拟品牌社区具有互动的周期性、内容的动态性、话题的广泛性、成绩的依附性以及用户的狂热性等重要特征;CBA俱乐部虚拟品牌社区作为球迷与俱乐部价值共创的重要平台,有助于提升俱乐部品牌亲和力、影响力和竞争力,助推CBA俱乐部品牌运营的“换挡升级”,彰显“以人民为中心”的联赛发展理念,提供俱乐部商业化发展新机遇等;CBA俱乐部面临对虚拟品牌社区建设及运营管理重视不足,虚拟品牌社区功能创新与治理水平亟需提升,激励机制不完善制约虚拟品牌社区价值共创效能等现实困境。据此,提出了实践进路:加强投入,将虚拟品牌社区建设纳入俱乐部长期战略规划;功能开发,提升CBA俱乐部虚拟品牌社区的界面质量;动力激发,优化CBA俱乐部虚拟品牌社区的激励机制;科技赋能,推动CBA俱乐部虚拟品牌社区的智能转型。By using the methods of literature review,participatory observation and in-depth interview,this research explores the connotation,value implication,realistic dilemma and practical approach of CBA club virtual brand community construction under the background of digital transformation.The research shows that CBA club virtual brand community has important characteristics such as periodicity of interaction,dynamic content,broad topic,dependent performance and fanaticism of users.As an important platform for fans and club value co-creation,CBA club virtual brand community helps to enhance the affinity,influence and competitiveness of club brands,boost the"shift upgrade"of CBA club brand operation,highlight the"people-centered"league development concept,and provide new opportunities for club commercial development.At present,CBA club is faced with realistic dilemma such as insufficient attention to the construction and operation management of virtual brand community,the urgent need to improve the functional innovation and governance level of virtual brand community,and the imperfect incentive mechanism that restricts the value co-creation efficiency of virtual brand community.According to this,the practical approach is put forward:Strengthen investment and incorporate the construction of virtual brand community into the long-term strategic planning of the club;develop functions to improve the interface quality of CBA club virtual brand community;stimulate motivation to optimize the incentive mechanism of CBA club virtual brand community;technology empowerment drives to promote the intelligent transformation of CBA club virtual brand community.

关 键 词：CBA俱乐部 虚拟品牌社区 数字化转型 球迷 品牌资产 价值共创 

分 类 号：G841[文化科学—体育训练] G812.16[文化科学—体育学]