天津体育学院学报2025，Vol.40Issue(5)：557-564,590,9.DOI:10.13297/j.cnki.issn1005-0000.2025.05.008
区域体育赛事消费品牌的运行机制研究——基于"苏超"赛事的分析与启示
Operation Mechanism of Consumption Brands in Regional Sports Events:Analysis and Inspiration Based on the"Su Chao"Events
摘要
Abstract
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.关键词
"苏超"/体育赛事消费/消费品牌/地域符号Key words
"Su Chao"/sports event consumption/consumption brand/regional symbol分类
社会科学引用本文复制引用
郑国荣,王家宏..区域体育赛事消费品牌的运行机制研究——基于"苏超"赛事的分析与启示[J].天津体育学院学报,2025,40(5):557-564,590,9.基金项目
国家社会科学基金重大项目(项目编号:22&ZD335) （项目编号:22&ZD335）
