群众体育赛事消费活力的激发机制与实现通路

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中图分类号：G80-051 文献标识码：A 文章编号：1009-9840（2026）02-0072-07

Abstract：Against the backdrop of the continuous advancement of the national fitness strategy and the Healthy China Initiative， mass sports events are driven by emotional resonance， innovative business models and all-round collaboration，forming a three-dimensional ecosystem that activates the vitality of sports consumption. This study uses the methods of literature review and logical analysis to deeply explore the theoretical connotation， stimulating mechanisms， existing obstacles and realization pathways of the consumption vitality of mass sports events. The study systematically explores the stimulating mechanisms of the consumption vitality of mass sports events from the dimensions of top -level design， regional identity， business model integration and value extension. However， the stimulating mechanism of the consumption vitality of mass sports events still faces multiple practical challenges： ambiguous policies and regulations for events， imbalanced market supervision mechanisms； incomplete brand construction of events， superficial integration models ; insufficient exploration of event resources and weak resource transformation capabilities; disconnection of the event industry chain， and blocked consumer feedback paths. Based on this， the following specific implementation paths are proposed： constructing a framework for event policies and regulations， and improving the entire process of event market supervision; deepening event brand construction， and establishing an event linkage ecological synergy mechanism; expanding the spatial and temporal boundaries of event resources ， and constructing an event all-round service chain; empowering the value reconfiguration of the entire event chain and optimizing the consumer feedback mechanism.

Key words： mass sports; mass sports events; consumption vitality; stimulating mechanism; sports economy

提振消费已成为实施扩大内需战略的核心动力与关键举措，也是推动我国经济社会高质量发展的重要任务[1]。（剩余12985字）