城市商业综合体体育场景:生成逻辑、内涵特征与价值表达

Generative Logic, Connotation Characteristics and Value Expression of Sport Scenarios in Urban Commercial Complex

采用质性研究、案例分析等方法,提出城市商业综合体营造体育场景的生成逻辑:体育场景运营者运用各类体育文化符号构建符合消费者场景需求的符号系统,通过消费者的符号解读和空间认同的生成,在社会力量、政府部门、体育社会组织等多方共同协作的基础上形塑一种体育生活方式的过程。其内涵特征体现为:由体育服务、场地设施、服务人员、配套服务和环境氛围等基本要素构成,以亲子群体和青少年群体为主要消费对象,包括健身休闲、体育培训、体育竞赛表演等主要类型,具备娱乐性、舒适性、新奇性、专业性、社交性、便利性、审美性。其具有塑造积极的消费情感、构建空间认同的基础和增强综合体整体魅力等价值表达。建议:发挥商业综合体比较优势,构筑体育消费新空间;改善体育场景消费者感知,塑造体育消费新体验;引导消费者参与场景营造,响应体育消费新需求。

By using the methods of qualitative research and case analysis,an in-depth study is conducted on the generative logic,connotation characteristics and value expression of the sport scenarios in urban commercial complex.It is believed that the practical logic of sport scenarios presents the way that the sport scenario operators use all kinds of sports culture symbols to build a symbol system that can meet the demand of consumer scenarios.And,with symbol interpretation and the generation of space identity by consumers,in collaboration with social forces,government departments and sports social organizations,a lifestyle of sport will thus be formed.Its connotation are composed of basic elements such as sports service,venue facilities,service personnel,supporting services and environmental atmosphere,with parents and teenagers as the main consumption objects,including fitness and leisure,sports training,sports competitions and performances,featured with entertainment,comfort,novelty,professionalism,sociability,convenience and aesthetics.The value of sport scenarios in commercial complex is expressed with shaping positive consumption emotion,building the basis of spatial identity and enhancing the overall charm of the complex.Suggestions are put forward as follows:giving play to the advantages of commercial complex by building the new sports consumption space;improving consumers'cognition to the sports scenarios to shape their new experience;guiding their participation in the scenario creation to satisfy the new consumption demand.