费是推动新时代体育产业高质量发展的重要抓手，探索区域异质性视域下体育消费发展的现实路径对促进体育消费可持续发展具有重要意义。采用定性分析与逻辑演绎方法，以区域异质性的理论视域为逻辑原点，在明晰区域异质性视域下体育消费内涵及特征的基础上，剖析体育消费发展现状，通过分析动力要素及要素间相互作用机制，提出促进区域异质性视域下体育消费发展的现实路径。研究认为，政策调控与引导、网络数字技术革新、体育消费供给提质扩容、体育消费率提升是促进区域异质性体育消费发展的主要动力要素，各要素间通过相互作用机制与循环作用机制共同实现体育消费的高质量发展。在此基础上，依据区域异质性体育消费的现实形态，从体育消费政府路径、科技路径、 供给路径、人口路径等4个层面提出健全体育消费政策，强化体育消费保障；创新体育“新基建”，拓宽体育消费数字化模式等现实发展路径，以期适应区域异质性体育消费的发展规律，实现我国体育产业高质量发展。

Sports consumption is an important tool to promote the high-quality development of the sports industry in the new era. Exploring the realistic path of sports consumption development in the context of regional heterogeneity is of great significance to promote the sustainable development of sports consumption. Using qualitative analysis and logical deduction， the study takes the theoretical perspective of regional heterogeneity as the logical origin， and analyzes the current situation of sports consumption development on the basis of clarifying the connotation and characteristics of sports consumption under the perspective of regional heterogeneity. Furthermore， this study proposes a realistic path to promote the development of sports consumption under the perspective of regional heterogeneity by analyzing the driving factors and the interaction mechanism between the factors. The study concludes that policy regulation and guidance， network digital technology innovation， sports consumption supply quality and capacity expansion， as well as sports consumption rate increase are the main driving factors to promote the development of regional heterogeneous sports consumption. Moreover， the interaction mechanism and circular mechanism among the factors jointly realize the high-quality development of sports consumption. Therefore， based on the realistic form of regional heterogeneous sports consumption， we propose four realistic development paths， including improving sports consumption policies， strengthening sports consumption protection， innovating the “new infrastructure” of sports， and extending the digital mode of sports consumption. These paths， covering four levels， namely， the government path of sports consumption， the science and technology path， the supply path， and the population path， are aimed to adapt to the development of regional heterogeneous sports consumption and realize the high-quality development of sports industry.

G812

国家社会科学基金重点项目(21ATY006)