| 摘要: |
| 运用文献资料法和案例分析法,以贵州“村BA”篮球赛为典型案例,探析乡村体育赛事品牌促进乡村振兴的时代价值、生成机理及培育路径。指出,乡村体育赛事品牌具有促进乡村产业、生态、文化、人才、组织振兴的多重价值。乡村体育赛事品牌的生成需要依赖政策规划做好顶层设计,依赖全民参与形成路径保障,依赖因地制宜凝练独特优势,依赖品牌策略提供有力支撑。在此基础上提出,通过系统培育赛事环境,夯实品牌发展基础;推动多元主体协同合作,凝聚品牌发展合力;利用资源驱动产业融合,拓展品牌发展模式;实施有效的品牌策略,扩大品牌影响。旨在为乡村体育赛事健康发展、促进乡村振兴提供参考借鉴。 |
| 关键词: 乡村振兴 群众体育 乡村体育赛事 赛事品牌 贵州“村BA” |
| DOI： |
| 投稿时间：2024-04-15 |
| 基金项目:教育部哲学社会科学研究后期资助项目(21JHQ086) |
|
| Research on the Formation Mechanism and Cultivation Path of Rural Sports Event Brand under the Background of Rural Revitalization Strategy———Taking Village Basketball Association (Cun BA) in Guizhou Province as an Example |
| PAN Kaifan,SHEN Keyin |
| (School of Economics and Management, Wuhan Sports University, Wuhan 430079 , China;Hubei Sports Industry Research Center, Wuhan 430079 , China) |
| Abstract: |
| By using the methods of literature and case analysis, taking the Village Basketball Association(Cun BA) in Guizhou game as a typical case, this paper explores the era value, formation mechanismand cultivation path of rural sports event brand to promote rural revitalization. It is pointed outthat the brand of rural sports events has multiple values to promote the revitalization of rural industry,ecology, culture, talents and organizations. The formation of rural sports event brand needs torely on policy planning to do a good job in top-level design, rely on the participation of the whole peopleto form a path guarantee, rely on local conditions to condense unique advantages, and rely onbrand strategy to provide strong support. On this basis, it is proposed to cultivate the competition environmentthrough the system and consolidate the foundation of brand development; promote the cooperationof multiple subjects and gather the joint force of brand development; use resources to driveindustrial integration and expand brand development models; implement effective brand strategy andexpand brand influence. It aims to provide reference for the healthy development of rural sports eventsand the promotion of rural revitalization |
| Key words: rural revitalization mass sports rural sports events event brand Village Basketball Associationin Guizhou Provinc |
