“城超”带动周边电商产品消费的成功经验及其传播路径研究——以2025贵阳城市足球邀请赛为例

A Study of the Successful Experience and Communication Pathways of “Chengchao” Driving Consumption of Related E-Commerce Products—A Case Study of the 2025 Guiyang Urban Football Invitational Tournament

摘要: 贵阳城市足球邀请赛作为区域性体育赛事，对激活区域体育消费潜力带动区域特色产品消费具有经济增量效应，体育赛事与商业结合紧密，对周边产品消费影响显著。本研究深入分析贵阳城市足球邀请赛如何激发周边电商产品消费的成功案例及其传播途径研究。同时，引入服务型政府理论，提出政府由“控制–管理”转向“赋能–服务”，更好的使“城超”带动周边电商产品消费。旨在为推动更多城市借助电商实现经济发展提供参考和借鉴。

Abstract: As a regional sporting event, the Guiyang City Football Invitational Tournament generates incremental economic effects by stimulating regional sports consumption and promoting the purchase of locally distinctive products. Owing to the close integration of sports events and commercial activities, the tournament exerts a significant influence on the consumption of surrounding products. This study conducts an in-depth analysis of successful cases demonstrating how the Guiyang City Football Invitational Tournament stimulates peripheral e-commerce product consumption and examines the communication pathways involved. In addition, by introducing the theory of the service-oriented government, the study proposes a shift in governmental roles from “control-management” to “empowerment-service” in order to enhance the tournament’s (“City Super League”) capacity to drive surrounding e-commerce consumption. The aim is to provide reference and insights for more cities seeking to leverage e-commerce as a means to promote economic development.