数字经济背景下地方群众体育赛事IP价值开发机制研究——以河北五超为例

Exploring the Value Development Mechanisms of Local Mass Sports Event IPs under Digital Transformation—Evidence from the Hebei Five Super League

摘要: 数字经济的发展改变了体育赛事的组织方式、传播方式和价值创造方式，地方群众体育赛事逐渐成为体育消费、产业关联和城市文化传播的重要场景。本文以河北五超为研究对象，用文献研究法和案例分析法，从体育赛事IP理论、数字赋能理论入手，对数字经济背景下的地方群众体育赛事IP价值形成机制进行分析。数字经济促使赛事内容变成数字化、赛事用户关系网形成网络化、赛事消费环境变得多元化的形态，使赛事IP的价值得以增强，河北五超以群众参与为根本基础、以区域文化优势为依托，构建数字传播体系、改善用户运营机制、开拓体育消费场所、延展赛事产业链条，把赛事活动变成品牌IP、把体育资源变成综合价值资源。该学者认为群众体育赛事IP培育不能采用传统的赛事组织方式，建设起依靠数字技术、以用户价值为中心、以产业融合为目标的新模式来促进群众体育赛事可持续发展。

Abstract: The development of the digital economy has transformed the organization, communication, and value creation processes of sports events. Local mass sports events have gradually become important platforms for sports consumption, industrial integration, and urban cultural communication. Taking the Hebei Five Super League as a case study, this paper employs literature review and case analysis methods to examine the value formation mechanism of local mass sports event IPs in the context of the digital economy, based on sports event IP theory and digital transformation perspectives. The digital economy facilitates the digital transformation of event content, the networking of user relationships, and the diversification of consumption scenarios, thereby reshaping the value creation process of sports event IPs. Relying on extensive public participation and regional cultural resources, the Hebei Five Super League has developed a digital communication system, optimized user engagement mechanisms, expanded sports consumption scenarios, and extended the event-related industrial chain. Through these practices, the event has evolved from a temporary sporting activity into a recognizable brand IP, while transforming sports resources into diversified value assets. This study suggests that the development of local mass sports event IPs requires a shift beyond traditional event organization models. Instead, it should adopt a new development approach characterized by digital technology support, user-oriented value creation, and cross-sector resource integration, thereby facilitating the sustainable development of local mass sports events.