乡村体育IP的数字传播与营销转化路径研究——以“村超”为例

Research on the Digital Dissemination and Marketing Conversion Path of Rural Sports IP—Taking “Village Supermarket” as an Example

摘要: 贵州榕江县“村超”的爆火，为探究乡村体育IP的数字传播与营销转化提供了典型样本。本研究基于对榕江县三宝侗寨、大利侗寨、乐乡村的实地访谈，结合抖音、小红书、微博等平台数据，运用价值共创理论框架，深入剖析了“村超”IP的生成、扩散与价值实现路径。研究发现，“村超”的传播生态经历了显著转型，从早期依赖地方政府和主流媒体的中心化推动，逐步发展为“地方政府 + 村民 + 游客 + 平台”多方协同参与的去中心化共创模式，形成了极具活力的内容生产网络。在营销转化层面，“村超”的核心价值在于成功构建了以赛事为核心的综合消费场景，有效带动了本地农产品销售、民宿与旅游接待业扩张、以及IP衍生品的初步开发，实现了从短期流量热点向可持续地方品牌的初步跃迁。本研究不仅揭示了社交媒体时代乡村体育IP独特的去中心化共创传播机制，也为理解其如何通过场景嵌入与产品延伸实现经济转化、进而推动乡村文旅融合与产业振兴，提供了重要的实践启示与理论参考。

Abstract: The explosive popularity of the “Village Super League” (abbreviated as VSL) in Rongjiang County, Guizhou Province, presents a paradigmatic case for investigating the digital dissemination and marketing conversion of rural sports intellectual property (IP). This study, based on field interviews conducted in Sanbao Dong Village, Dali Dong Village, and Lexiang Village within Rongjiang County, combined with data analysis from platforms such as TikTok, rednote, and Weibo, employs the theoretical framework of value co-creation to delve into the generation, diffusion, and value realization pathways of the “VSL” IP. The research reveals a significant transformation in the “VSL” communication ecosystem: evolving from an initial reliance on centralized promotion by local governments and mainstream media towards a decentralized co-creation model involving multi-stakeholder collaboration (local government + villagers + tourists + platforms), thereby fostering a highly dynamic content production network. At the level of marketing conversion, the core value of “VSL” lies in its successful construction of an integrated consumption scenario centered around the sporting event. This effectively drove the sales of local agricultural products, the expansion of homestays and tourism hospitality, and the initial development of IP derivatives, facilitating a preliminary transition from a short-term traffic phenomenon to a sustainable local brand. This research not only uncovers the unique decentralized co-creation communication mechanism of rural sports IPs in the social media era but also provides significant practical insights and theoretical reference for understanding how such IPs achieve economic conversion through scenario embedding and product extension, thereby promoting the integrated development of rural culture and tourism (rural cultural-tourism integration) and industrial revitalization.