摘要
体育赛事消费品牌是推动体育消费可持续发展的重要引擎。采用逻辑分析、调查等研究方法,以地方依恋理论为基础,构建“地域符号—情感联结—消费转化”三维分析框架,系统剖析“苏超”赛事消费品牌的运行机制与实践路径。“苏超”通过地域符号的文化嵌入机制塑造消费者品牌认同,借助情感联结的心理生成机制培育消费者品牌忠诚,依托消费转化的行为驱动机制促进品牌消费的转化。研究总结了对国内同类区域体育赛事消费品牌化运营的实践启示,即深化地域文化符号价值,构建品牌认同的差异化表达体系;强化情感联结纽带作用,构建品牌忠诚的长效化培育体系;优化消费转化传导效能,构建消费升级的动力性支撑体系。
Sports event consumption brands are an important engine for promoting sustainable development of sports consumption.Using research methods such as logical analysis and survey,based on the theory of local attachment,a three-dimensional analysis framework of“regional symbols-emotional connec-tion-consumption transformation”was constructed to systematically analyze the operational mechanism and practical path of the“Su Chao”sports consump-tion brand.“Su Chao”shapes consumption brand identity through the cultural embedding mechanism of regional symbols,cultivates consumer brand loyalty through the psychological generation mechanism via emotional connection,and promotes brand consumption conversion through the behavioral driving mecha-nism of consumption conversion.The study summarized the practical implications for the branding operation of sports events in similar regions in China,namely deepening the value of regional cultural symbols and constructing a differentiated expression system for brand identity;Strengthening the role of emo-tional connections and building a long-term cultivation system for brand loyalty;Optimize the transmission efficiency of consumption conversion and build a dynamic support system for consumption upgrading.
作者
郑国荣
王家宏
ZHENG Guorong;WANG Jiahong(School of PE and Sports,Soochow University,Suzhou 215021,China;Dongwu Think Tank,Soochow University,Suzhou 215021,China)
出处
《天津体育学院学报》
北大核心
2025年第5期557-564,590,共9页
Journal of Tianjin University of Sport
基金
国家社会科学基金重大项目(项目编号:22&ZD335)。
关键词
“苏超”
体育赛事消费
消费品牌
地域符号
“Su Chao”
sports event consumption
consumption brand
regional symbol
