基于扎根理论的体育赛事促进区域发展机制研究——以“浙BA”为例

Research on the Mechanism of Sports Events Promoting Regional Development Based on Grounded Theory—A Case Study of “Zhejiang BA”

摘要: 群众性体育赛事已成为推动区域经济社会发展的重要引擎，但其促进区域发展的内在机制仍缺乏系统性的理论解释。本研究以浙江省城市篮球联赛(“浙BA”)为个案，运用扎根理论研究方法，对相关媒体报道进行三级编码分析，自下而上地建构赛事带动区域发展的理论模型。研究发现，“浙BA”赛事促进区域发展的核心机制可概括为“政府–社会–市场”三螺旋驱动模型。政府端通过政策引导与资源整合发挥“协调治理”功能，社会端通过文化符号塑造与群众参与激活承担“意义生产”角色，市场端通过产业融合创新与消费场景延伸实现价值转化的职能。三者功能互补、协同互动，共同驱动流量–消费转化、文化–认同建构、政策–资源整合、技术–体验提升、人才–产业培育五大核心机制的协同运转，最终实现从赛事流量到区域发展效能的系统性转化。本研究建构的“赛事触媒”价值共创生态系统模型，揭示了群众性体育赛事带动区域发展的一般性逻辑：以草根参与为基础、以多元主体协同为保障、以价值共创为路径，将赛事“流量”转化为区域发展的催化剂。该模型为理解群众性体育赛事、地方节庆活动等区域性事件的推进机制提供了具有普适性的理论解释框架，对推动“体育+”产业融合与区域高质量发展具有参考价值。

Abstract: Mass sports events have become an important engine driving regional economic and social development, yet the intrinsic mechanisms by which they promote regional development still lack systematic theoretical explanation. Taking the Zhejiang Provincial City Basketball League (“Zhejiang BA”) as a case study, this research employs grounded theory methodology to conduct three-level coding analysis of relevant media reports, constructing a bottom-up theoretical model of how sports events drive regional development. The findings reveal that the core mechanism through which “Zhejiang BA” promotes regional development can be summarized as a “government-society-market” triple helix driving model. The government side performs the function of “coordinated governance” through policy guidance and resource integration; the society side assumes the role of “meaning production” through cultural symbol shaping and grassroots participation activation; and the market side fulfills the function of value transformation through industrial integration innovation and consumption scenario extension. The three parties complement each other functionally and interact synergistically, jointly driving the coordinated operation of five core mechanisms—traffic-to-consumption conversion, culture-identity construction, policy-resource integration, technology-experience enhancement, and talent-industry cultivation—ultimately achieving a systemic transformation from event traffic to regional development effectiveness. The “event catalyst” value co-creation ecosystem model constructed in this study reveals the general logic by which mass sports events drive regional development: taking grassroots participation as the foundation, multi-stakeholder collaboration as the guarantee, and value co-creation as the pathway, transforming event “traffic” into a catalyst for regional development. This model provides a universally applicable theoretical framework for understanding the promotion mechanisms of mass sports events, local festivals, and other regional events, offering reference value for advancing “sports+” industrial integration and high-quality regional development.