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。研究采用文献资料、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4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。研究提出体育服务综合体消费场景营造的提升策略：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。

The construction of consumption scenarios in sports service complexes is an important means to create a new space for high-quality sports consumption. This paper adopts research methods such as literature review，expert interviews，field inspections and case analysis to analyze the connotation and dimensions of consumption scenarios of sports service complexes. The logical motivation was interpreted in terms of external driving forces such as the support of both the national and regional policy，the promotion of sports industry，and the irrisitible trend of sports consumption scenarios，as well as the internal logic that stimulates potential consumption and endows space with symbolic meanings. According to the current situation of sports service complex practice in China，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 scenario vitality，and multiple ways to establish emotional connections，and the overall spatial symbol showing distinctive features. This paper sorts out the problems existing in the construction of consumption scenarios of sports service complexes in China，mainly including low industrial integration，insufficient promotion，lack of business thinking，and unclear theme. It is therefore proposed to reasonably position the theme，with an emphasis 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 scenarios to optimize offline space； enrich the experience factor，focusing on the consumption scenario promotion such as meeting the demand for new sports space and new sports consumption.

G812,G80-05

国家社会科学基金一般项目(21BTY010)