“一带一路”背景下体育赛事发展的价值、困境与策略
Value, Dilemma and Strategy of Development of Sports Event Under the Background of the Belt and Road

摘要：在“一带一路”和体育产业政策的双向驱动下，契合“一带一路”战略的体育赛事面临一些不足和问题亟待解决和寻求发展之道。有鉴于此，采用文献资料法，对“一带一路”背景下体育赛事发展的价值、面临的困境与发展对策进行探讨。研究认为，体育赛事在促进“一带一路”战略实施中的价值体现在：1）体育赛事是“一带一路”民心相通的突破口和切入点；2）举办体育赛事有利于进一步扩大对外体育交流与合作；3）举办体育赛事有利于巩固夯实“一带一路”战略成果；4）举办体育赛事有助于打造“一带一路”特色赛事品牌。发展困境表现在：1）体育赛事举办国家和地区分布失衡，体育赛事集中在中国境内且主要为重点省份和主要城市，“一带一路”沿线国家和地区稀少；2）体育赛事参与国家和地区来源不广，参赛队伍和人员主要为中国的运动员，“一带一路”沿线国家和地区体育代表队和运动员不足；3）体育赛事办赛规模有限且比赛项目单一，赛事营销和体育赞助以及赛事支持力度参差不齐，体育赛事办赛规格和影响力亟待提升；4）体育赛事自主知识产权意识不强，体育赛事品牌开发程度不够，赛事无形资产没有得到充分利用和保护，尚未树立赛事品牌理念。针对赛事发展存在的问题，提出发展策略：打破体育赛事本土垄断局面；突出“一带一路”宗旨和理念；提高体育赛事办赛规格和水平；着力打造自主知识产权的体育赛事和保持体育赛事常态化。以期为中国及沿线国家举办“一带一路”相关赛事提供思路和经验，同时为体育层面的民心相通提供途径和方法。
Abstract: In the two-way drive of the Belt and Road and the sports industry policy, sports competitions developed with the Belt and Road have some shortcomings and problems to be solved and need new development ways. Therefore, this study explored the value, dilemma and strategy of development of sports event under the background of the Belt and Road by the methods of literature view. Conclusions: The value of sports in promoting the implementation of the Belt and Road strategy reflected in: 1) the sports event is the breakthrough point of the Belt and Road connected to people; 2) hosting sports events is conducive to further expand international sports exchanges and cooperation; 3) hosting sports events is conducive to consolidate the Belt and Road strategy results; 4) hosting sports events is conducive to build event brand with the Belt and Road characteristics. And the dilemmas are: 1) the hosting countries and area distribution of sports event is unbalanced, sports events mainly concentrates in the key provinces and cities of China, less in the countries and areas along the Belt and Road; 2) the participated countries and regions are not wide, most participation t athletes are coming from Chinese, less coming from other countries along the Belt and Road; 3) the sports events are limited in scale and the competition items are simple, the sports marketing and sports sponsorship as well as the support intensity of the events are uneven, and the scale and influence of the events need to be improved; 4) the awareness of independent intellectual property rights of sports events is not strong, the development of sports events brand is not enough, the intangible assets of sports events have not been fully utilized and protected, and the brand concept of sports events has not yet been established. In view of the problems existing in the development of sports events, the development strategies are put forward, including breaking the