贵州苗绣元素赋能马拉松赛事品牌化路径与对策研究

Research on Empowerment Path and Countermeasures of Marathon Event Branding with Guizhou Miao Embroidery Elements

摘要: 本研究以贵州苗绣元素赋能马拉松赛事品牌化为研究对象，基于服务主导逻辑、制度理论、社会符号学等多学科理论视角，构建苗绣元素赋能马拉松赛事品牌化的系统动力学模型。研究采用混合研究方法，通过多案例嵌入式研究、文本语义网络分析和模糊集定性比较分析等方法，揭示苗绣元素赋能马拉松赛事品牌化的作用机制与路径。研究发现：苗绣元素通过符号转化、意义建构、体验设计、制度嵌入四个赋能机制正向影响马拉松赛事品牌化水平；赛事规模、文化真实性、跑者文化认同对赋能效果具有正向调节作用；跑者地方认同和情感体验在赋能过程中发挥中介作用。研究提出构建苗绣元素资源库、建立文化授权机制、创新体验设计模式、完善制度保障体系等对策建议，为民族地区体育赛事品牌化建设提供理论参考和实践指导。

Abstract: This study takes the empowerment of marathon event branding by Guizhou Miao embroidery elements as its research object. Based on multidisciplinary theoretical perspectives including service-dominant logic, institutional theory, and social semiotics, a system dynamics model for Miao embroidery elements empowering marathon event branding is constructed. A mixed-methods approach is adopted, incorporating multi-case embedded research, textual semantic network analysis, and fuzzy-set qualitative comparative analysis (fsQCA) to reveal the mechanisms and pathways through which Miao embroidery elements empower marathon event branding. The findings indicate that: Miao embroidery elements positively influence marathon event branding through four empowerment mechanisms—symbolic transformation, meaning construction, experience design, and institutional embedding; event scale, cultural authenticity, and runners’ cultural identity positively moderate the empowerment effects; runners’ place identity and emotional experience play mediating roles in the empowerment process. The study proposes countermeasures and recommendations including building a Miao embroidery element resource repository, establishing cultural authorization mechanisms, innovating experience design models, and improving institutional guarantee systems, so as to provide theoretical reference and practical guidance for sports event branding construction in ethnic minority areas.