乡村振兴背景下基层篮球赛事的作用及发展路径研究——以巴中市“羊BA”为例

Research on the Role and Development Path of Grassroots Basketball Events under the Background of Rural Revitalization—Taking the “Sheep BA” in Bazhong City as an Example

摘要: 文章以巴中市基层篮球赛事为研究对象，基于事件管理理论、品牌资产理论、社区发展理论构建分析框架，采用文献资料法、逻辑分析法，系统剖析巴中市“羊BA”赛事发展现状，阐释基层篮球赛事赋能乡村振兴的内在机制与多维价值，并探索其可持续发展路径。研究表明，以“羊BA”为代表的基层篮球赛事，通过流量转化、文化凝聚、空间赋能、治理嵌入四条路径，在推动乡村产业升级、增强社区凝聚力、助力生态宜居、优化乡村治理等方面成效显著；但同时也面临运营专业化不足、基础设施区域不均衡、品牌可持续性弱、人才体系缺失等问题。据此，提出了农文旅体深度融合、健全赛事运营体系、补齐设施短板、构建人才长效机制等策略，为同类地区基层篮球赛事高质量发展提供理论参考与实践借鉴。

Abstract: Taking grassroots basketball events in Bazhong City as the research object, this paper constructs an analytical framework based on event management theory, brand equity theory and community development theory. Using literature review and logical analysis, it systematically analyzes the development status of “Sheep BA” in Bazhong, explains the internal mechanism and multi-dimensional value of grassroots basketball events empowering rural revitalization, and explores its sustainable development path. The study finds that grassroots basketball events represented by “Sheep BA” have achieved remarkable results in promoting rural industrial upgrading, enhancing community cohesion, helping ecological livability and optimizing rural governance through four paths: traffic conversion, cultural cohesion, space empowerment and governance embedding. At the same time, it is faced with problems such as insufficient professional operation, unbalanced regional infrastructure, weak brand sustainability and lack of talent system. Accordingly, strategies such as in-depth integration of agriculture, culture, tourism and sports, improving the event operation system, filling the facility shortcomings, and building a long-term talent mechanism are proposed to provide theoretical reference and practical reference for the high-quality development of grassroots basketball events in similar regions.