天津体育学院学报

群众性体育赛事在全民健身热潮与国家政策的双重驱动下呈现“井喷”的发展态势，正日益成为提振文体旅消费的重要抓手。运用文献资料、案例分析等方法，以江苏省城市足球联赛为例，探讨群众性体育赛事助力消费提振的内涵，分析其逻辑进路与潜在问题，并提出优化路径。群众性体育赛事通过破除经济与心理壁垒筑牢消费流量池、构建情感与荣誉共同体强化消费群体黏性、深化“体育+”多元融合创新消费产品供给、在数字经济赋能下扩展赛事消费空间、赛事平台与治理手段相协同优化赛事消费环境。在进程中存在的潜在隐忧表现为过度“去中心化”、发展的长效机制缺乏、同质化现象、产权保护滞后、赛事传播存在异化等问题。需重构赛事治理逻辑，提升赛事核心品质；构建赛事长效机制，强化人才和资金保障；推动赛事差异化创新，打造特色赛事品牌；完善知识产权保护体系，加强联合治理与维权；规范传播生态体系，优化舆论生态治理等。

Under the dual driving force of the national fitness craze and national policies,mass sports events are showing an explosive development trend and are increasingly becoming an important lever to boost cultural,sports,and tourism consumption. Using research methods such as literature review and case analysis,take“Jiangsu Football City League”as a case,this study explored the connotation of mass sports events helping boost consumption,analyzed its logical approach and problems,and proposed a relief path. The mass sports events can strengthen consumer flow by breaking down economic and psychological barriers,building emotional and honor communities to enhance consumer stickiness,deepening the integration of “sports+”diversity to innovate consumer product supply,expanding the consumption space of sports events under the empowerment of the digital economy,and synergy between event platforms and governance measures to optimize the consumption environment for events. But there are issues such as excessive decentralization in the process,lack of longterm mechanisms for development,serious homogenization problems,lagging property rights protection,and alienation in event dissemination. Thus,we think that we should reconstruct the logic of event governance and enhancing the core quality of the event,establish a long-term mechanism for the competition and strengthen talent and financial support,promote differentiated innovation in sports events and create distinctive sports event brands,improve the intellectual property protection system and strengthen joint governance and rights protection,standardize the communication ecosystem and optimize the governance of public opinion ecology.