体育小镇市场化运营中影响力经济的形成过程与实现路径

体育小镇的可持续发展本质上要求借助消费者多次定向消费行为的产生促进体育小镇市场化运营，从而促成影响力经济的形成。运用文献资料法、逻辑推理法、个案分析法等研究方法对体育小镇市场化运营与影响力经济的内涵和特征进行阐述。体育小镇影响力经济形成分为注意力经济形成—影响力持续提升—影响力经济形成三个阶段。其实现需要明确体育小镇发展定位，实现错位发展；强化体育小镇的产业基础，提高消费者的消费意愿；打造辐射周边的品牌活动，促进注意力集聚和影响力扩散；增强体育小镇的文化支撑，培育优质的影响力资源。

Formation and Realization of Influence Economy in Market Operation of Sports Resort Towns

The sustainable development of the sports resort town requires the formation of influence economy in essence and promotes the market operation of the sports town by means of consumer targeted consumption.Through literature study,logical reasoning and case analysis,this paper expatiated on the connotation of market-oriented operation and influences of sports resort towns.The formation of influence economy of sports resort towns included stage of attention economy,increase of influence,and formation of influence economy.The formation of influence economy should make clear the development orientation,realize the balanced development,strengthen the industrial foundation and improve the consumer’s willingness to consume,create branded activities involving the surrounding areas,promoting the concentration of attention and the diffusion of influence,strengthening the cultural support,and cultivating high-quality influence resources.