后冬奥时代大型体育赛事商业模式创新研究——基于北京冬奥遗产转化视角

Research on Innovation of Business Models for Large-scale Sports Events in the Post-Winter Olympics Era-Based on the Perspective of Beijing Winter Olympics Heritage Transformation

商业模式创新是对价值创造机制的优化,也是大型体育赛事发展的重要动力和加速器。为促进后冬奥时代我国大型体育赛事商业模式的创新,提升赛事价值创造的效率和能力,研究从魏朱商业模式理论出发,解析北京冬奥会全生命周期内的商业模式实践。总结出北京冬奥会从科技转化模式、设施转化模式、金融转化模式、产业转化模式等四个维度,构建起后冬奥时代的商业模式体系;优化资源配置效率和提升价值创造能力,是北京冬奥商业模式的两大基础逻辑。在此商业模式的逻辑指引下,提出涵盖模式优化、产业生态、产业收益、价值增长等四个层级的大型体育赛事商业模式价值增长路径,以期为后冬奥时代国内大型体育赛事商业模式的创新与优化提供参考,助力我国冰雪产业发展和体育强国建设。

Business model innovation optimizes the mechanism of value creation and serves as a crucial driver and accelerator for the development of large-scale sports events.To promote the innovation of business models for large-scale sports events in China in the post-Winter Olympics era and enhance the efficiency and capability of value creation,this paper analyzes the business model practices throughout the entire lifecycle of the Beijing Winter Olympics based on the Wei-Zhu business model theory.It summarizes that the Beijing Winter Olympics establishes a business model system for the post-Winter Olympics era from four dimensions:technology transformation model,facility transformation model,financial transformation model,and industrial transformation model.Optimizing resource allocation efficiency and enhancing value creation capability are the two fundamental logics of the business model for the Beijing Winter Olympics.Guided by this business model logic,this paper proposes a value growth path for the business model of large-scale sports events,covering model optimization,industry ecology,industry benefits,and value growth,aiming to provide reference for the innovation and optimization of business models for large-scale sports events in the post-Winter Olympics era in China,and to contribute to the development of the ice and snow industry and the construction of a leading sports nation in China.