体育服务综合体消费场景营造是打造高质量体育消费新空间的重要手段。本文采用文献资料、专家访谈、实地考察和案例分析等研究方法，分析体育服务综合体消费场景的内涵与维度，围绕国家和地方政策推动、场景助推体育产业发展、体育消费空间场景化的必然趋势等外部动力和消费场景激发潜在消费、赋予空间符号意义的内在逻辑阐释其逻辑动因。根据我国体育服务综合体实践现状，以四种类型体育服务综合体消费场景营造典型案例为分析对象，其主要做法包括：重视设施与业态选择、赛事活动赋能场景活力、多种途径建立情感连接、整体空间符号特征鲜明。梳理目前我国体育服务综合体消费场景营造存在的问题，主要包括产业融合度低、引流方式不足、商业思维欠缺、主题性不鲜明等问题。提出合理定位主题，设计阶段注重业态与空间规划；强化资源导入，根据实际灵活选择赛事活动；提升服务效能，搭建线上场景优化线下空间；丰富体验要素，瞄准体育新空间新消费需求等体育服务综合体消费场景营造的提升策略。

The creation of sports service complex consumption scenarios is an important means to create a new space for high-quality sports consumption. This paper adopts research methods such as literature materials, expert interviews, field inspections and case analysis to analyze the connotation and dimensions of consumption scenarios of sports service complexes. The internal logic that stimulates potential consumption and endows space with symbolic meanings such as external driving forces and consumption scenarios explains its logical motivation. According to the current situation of sports service complex practice in my country, four types of sports service complex consumption scenarios are taken as typical cases for analysis. The main methods include: attaching importance to the selection of facilities and formats, events and activities to empower the scene vitality, and various ways to establish emotional connections, The overall spatial symbol features are distinct. This paper sorts out the problems existing in the construction of consumption scenarios of sports service complexes in my country, mainly including low industrial integration, insufficient drainage methods, lack of business thinking, and unclear theme. Propose a reasonable positioning theme, and focus on business format and space planning in the design stage; strengthen the introduction of resources, and flexibly select events and activities according to the actual situation; improve service efficiency, build online scenes to optimize offline space; Promotion strategy for the creation of service complex consumption scenarios.

G80

国家社会科学基金一般项目：亚洲杯专业足球场赛后利用研究（21BTY010）