论体育赛事“三进”活动促进消费的成效与路径  

Effect and Path of Promoting Consumption of"Three Entry"Activities of Sports Events

作　　者：范金玲 付群[1,2] 陈露姚 FAN Jin-ling;FU Qun;CHEN Lu-yao(College of Physical Education,Hubei University,Wuhan 430062,China;Sports Industry Development Research Center,Tsinghua University,Beijing 100084,China)

机构地区：[1]湖北大学体育学院,武汉430062 [2]清华大学体育产业发展研究中心,北京100084

出　　处：《体育文化导刊》2025年第4期97-102,110,共7页Sports Culture Guide

基　　金：教育部人文社会科学研究青年基金项目(20YJC890006);湖北省教育厅哲学社会科学研究重点项目(23D091);湖北休闲体育发展研究中心公开资助重点课题(2024A002)。

摘　　要：运用案例分析、文献资料等方法,基于体育赛事“三进”活动的基本概况,分析其促进消费的成效,并提出路径。体育赛事“三进”活动的基本概况:覆盖区域广泛,参与人群众多,综合价值显著。促进消费的成效:赛事创新撬动消费潜能,跨界融合创新消费场景,数字赋能引领消费升级;路径:挖掘潜在市场需求,持续强化赛事牵引作用;完善基础配套设施,综合提高赛事服务质量;深化数字技术赋能,全面激发赛事发展活力。By using the methods of case analysis and literature data,this paper analyzed the basic situation of the"three entry"activities of sports events,the effect of promoting consumption,and put forward the path.The basic situation of the"three entry"activities of sports events:covering a wide area,a large number of participants,and a significant comprehensive value.Effect of promoting consumption:events innovation leverages consumption potential,cross-border integration innovates consumption scenarios,and digital empowerment leads consumption upgrading.Path:We should explore potential market demand to continuously strengthen the driving force of the event,improve the basic supporting facilities to comprehensively improve the service quality of the event,and deepen the empowerment of digital technology to fully stimulate the development vitality of sports events.

关 键 词：体育经济 体育赛事 “三进”活动 促进消费 

分 类 号：G80-05[文化科学—运动人体科学]