“村BA”火爆出圈背后的归因分析与策略研究
Attribution Analysis and Strategy Research behind “Village BA” Fire Out of the Circle

目的：探索“村BA”火爆出圈背后的根本原因，进一步提出促进“村BA”持续火爆发展的策略。方法：以“村BA”为检索词，在中国知网上检索了57篇有关“村BA”的报纸文献，将这57篇报纸文献作为研究对象，采用扎根理论对57份报纸文献进行三级编码研究。结果：“村BA”火爆出圈背后的归因分析包括：“村BA”的本质特征、乡村振兴因素、全民健身因素、乡村篮球因素、乡村文化因素。促进“村BA”持续火爆发展的策略包括：保持乡村篮球本质，传递正能量文化价值；维持“村BA”热度，避免昙花一现；依托乡村振兴战略，打造体育旅游品牌；建立乡村篮球制度，确保“村BA”持续发展。
Purpose: To explore the fundamental reasons behind the popularity of “Village BA”, and to further propose strategies to promote the sustainable development of “Village BA”. Methods: Using “Village BA” as the search term, 57 newspaper articles about “Village BA” were searched on China Knowledge Network, and these 57 newspaper articles were taken as the research objects, and a three-level coding study was carried out on the 57 newspaper articles using the Grounded Theory. Results: The attributional analysis behind the popularity of “Village BA” includes: the essential characteristics of “Village BA”, the factor of rural revitalization, the factor of national fitness, the factor of village basketball, and the factor of village culture. The strategies to promote the sustainable development of “Village BA” include: maintaining the essence of village basketball and conveying positive cultural values; maintaining the heat of “Village BA” and avoiding its short-lived appearance; relying on the strategy of rural revitalization to build a sports tourism brand; and establishing a village basketball system to ensure the sustainable development of “Village BA”.