数字经济时代下的体育赛事商业价值创造

Commercial Value Creation of Sporting Events in the Digital Economy Era

运用文献资料、逻辑分析等方法,探讨数字经济时代下体育赛事商业价值创造的逻辑、困境,并提出价值创造的路径。逻辑:以数字平台助力现代化市场治理体系构建,以信息化网络增强相关利益主体运行质效,以数字技术赋能商业模式创新,以数据要素提升商业价值链水平。困境:监管体系尚不健全,市场无序竞争加剧;数据信息流通不畅,阻碍商业化运作效率;市场开发力度不足,产业链条延伸受限;品牌传播逻辑固化,数字化营销发展受阻。路径:建立健全法律法规,构建动态市场监管治理体系;深化组织数字化管理,推动跨界协同合作;扩展市场开发渠道,打造完整产业链;融合线上线下营销场景,拓展价值创造新空间。

By using the methods of literature review and logical analysis,this paper explored the logic,dilemma and proposed paths of commercial value creation of sporting events in the digital economy era.Logic:It helps build a modern market governance system with digital platforms,enhances the operation quality and efficiency of relevant stakeholders with information networks,empowers business model innovation with digital technologies,and elevates the level of business value chains with data elements.Dilemma:The regulatory system is not yet sound,and disorderly competition in the market has intensifi ed.The fl ow of data and information is not smooth,which hinders the effi ciency of commercial operation.The market development is insuffi cient,and the extension of the industrial chain is limited.The brand communication logic is solidifi ed,and the development of digital marketing is hindered.Path:We should establish and improve laws and regulations to build a dynamic market supervision and governance system,deepen the digital management of organizations to promote crossborder collaboration,expand market development channels to create a complete industrial chain,and integrate online and offl ine marketing scenarios to expand new space for value creation.