体育产业助推乡村振兴的路径选择--基于江浙4个乡村的典型调查

The Choice of Paths for Sports Industry to Promote Rural Revitalization--Based on a typical survey of 4 villages in Jiangsu and Zhejiang

以江苏省、浙江省4个特色乡村的体育产业发展为研究视角,用实地跟踪调研的方法,呈现体育产业助推乡村振兴的现状,分析体育产业助推乡村振兴的基本特征,指出体育产业助推乡村振兴进程中存在的问题,并由此探析了体育产业助推乡村振兴的路径。文章认为:依托当地环境和社会经济条件发展乡村体育产业,通过传承乡愁文化提升体育产品和服务的附加值,特色体育内容以及体育与相关行业融合产生新型业态,培育形成并持续开展个性鲜明的体育活动品牌等是体育产业助推乡村振兴的特征。在体育产业助推乡村振兴的进程中,存在在政策引导、指标约束等方面缺乏符合自身特色的顶层设计,缺乏针对不同乡村的优势定位与区域政策,体育产业发展新动力中的特色优势不明显和城乡体育资源要素的流动渠道不够充分的问题。助推路径为:体育融入乡村的规划设计;业态创新与植入;体育服务体系建设和乡村体育产业人才培养。

This article takes the sports industry development in four villages in Jiangsu and Zhejiang Provinces as a research perspective,uses field tracking research methods to present the status quo of the sports industry's promotion of rural revitalization,analysis the basic characteristics of the sports industry's promotion of rural revitalization,points out the problems existed in the process of promoting rural revitalization,and thus purposes the path of sports industry promoting rural revitalization.The article advances that the sports industry's promoting rural revitalization has the following characteristics:①develops the rural sports industry by relying on the local environment,and social and economic conditions,②enhances the added value of sports products and services by inheriting the nostalgic culture,③uses special sports content and the integration of sports and related industries to produce new business formats,④cultivates and continues to develop distinctive sports Event brands,etc..In the process of promoting rural revitalization by the sports industry,there are the following problems:①lack of top-level design in line with its own characteristics in terms of policy guidance and indicator constraints,etc.,②lack of advantageous positioning and regional policies for different villages,③the characteristics of the new driving force of the sports industry are not obvious,④insufficient flow channels of urban and rural sports resource elements.The boosting paths are①plans and designs sports integration into the countryside;②business innovation and implantation;③sports service system construction and④rural sports industry talent training.