为顺应国家经济高质量发展以及“双循环”新发展格局的转向，研究基于当下我国职业体育竞赛表演业消费市场发展的现状，从供需两侧提出我国职业体育竞赛表演业消费市场高质量发展的基本内涵和核心特征，并深入探究该消费市场高质量发展面临的问题。研究发现，该消费市场在供给层面面临着多轨职业体育竞赛产品竞争下服务供给存在差异性，供应机制不健全，消费市场培育具有复杂性等问题。需求层面面临着消费群体多元需求无法满足、群体规模较小、黏性不足等问题。对此，研究提出我国职业体育竞赛表演业消费市场高质量发展应完善我国职业体育竞赛表演业消费市场运行机制； 创新职业体育竞赛表演活动商业运营模式；建立职业体育赛事产品价值认同传输机制，创造符合消费者多元需求的消费环境。

Under the background of the national economy turning to high-quality development and the “dual circulation” pattern as well as the current situation of the consumer market development of China's professional sports competition performance industry, this paper puts forward the basic connotation and core characteristics of the high-quality development of the consumer market of China's professional sports competition performance industry from both sides of supply and demand, and probes into the problems faced by the high-quality development of the consumer market. It is found that the consumer market faces some problems at the supply level, such as the difference of service supply under the product competition of multi-track professional sports competition, the incomplete supply mechanism of consumer market of professional sports competition performance industry, and the complexity of consumer market cultivation. At the demand level, there are many problems, such as the inability to meet the diversifified needs of consumer groups, the small scale of groups, the lack of customer stickiness and so on. In this regard, this study proposes that the high-quality development of the consumption market of China's professional sports competition performance industry should improve the operation mechanism, innovate the business operation mode of professional sports competition and performance activities, and establish the value identity recognition and transmission mechanism of professional sport events to create a consumption environment that meets the diverse needs of consumers.

G812

国家社会科学基金重大项目 (16ZDA225)