体育服务综合体内体育场景营造研究

Research on the Construction of Sports Scene in Sports Service Complex

体育服务综合体是我国体育产业未来发展的重要方向。通过文献资料法、实地调查法和案例分析法,对典型体育服务综合体案例的体育场景营造问题进行研究,指出目前国内体育服务综合体中的体育场景营造存在消费连接不畅、“体育+文化”场景稀缺、业态布局不合理等问题。在此基础上提出体育服务综合体内体育场景营造对策,主要包括:积极搭建业态之间的消费连接,推进多业态耦合发展;挖掘体育的文化内涵,增设体育文化新场景;定期举办赛事活动,维持高消费流量等。

Sports service complex is an important direction for the future development of China’s sports industry.Through the methods of literature,field investigation and case analysis,this paper studies the problem of sports scene creation in typical sports service complex cases,and points out that there are some problems in the construction of sports scenes in sports service complex,such as poor consumption connection,scarcity of“sports+culture”scenes and unreasonable layout of formats.On this basis,the paper puts forward the countermeasures for the construction of sports scene in the sports service complex,including:actively building the consumption connection between business forms,and promoting the coupling development of multiple business forms;excavate the cultural connotation of sports and add new scenes of sports culture;regularly hold events and activities to maintain high consumption flow.