数字技术赋能下的沉浸式体育消费推进路径研究

Promotion Path of Immersive Sports Consumption Empowered by Digital Technology

数字经济发展推动体育产品、服务与数字技术深度融合,革新了传统体育市场的供给内容与形式,沉浸式体育消费市场悄然兴起。运用文献法、观察法、访谈法与理论分析法,运用“沉浸理论”,对沉浸式体育、沉浸式体育消费概念进行界定;从参与体验内容与形式、目的两个方面对沉浸式体育消费进行划分;归纳出沉浸式体育消费的供给特征,包括数字技术集成性、虚拟现实融合性、高度心智具身性和产品聚焦年轻化;提出未来沉浸式体育消费的推进路径,应以纵向研发深化和横向普惠覆盖为主干,朝着制度链、价值链、产业链、区域链、群众链五个战略布局全面推进。

The development of the digital economy is driving the deep integration of sports products,services,and digital technology,innovating the supply content and form of traditional sports markets,and the immersive sports consumption market is quietly emerging.The literature、observation、interview and theoretical analysis methods are used in the study.It defines the concepts of immersive sports and immersive sports consumption based on the“flow theory”.It divides immersive sports consumption from two aspects:the content and form,purpose of the participation experience.The supply characteristics of immersive sports consumption are summarized as follows:digital technology integration,virtual reality integration,high mental embodiment,and product focus on youth;It is proposed that the development path of immersive sports consumption in the future should be based on the deepening of vertical research development and horizontal inclusive coverage,and comprehensively promote the five strategic layouts of institutional chain,value chain,industrial chain,regional chain and mass chain.