Generative Logic, Connotation Characteristics and Value Expression of Sport Scenarios in Urban Commercial Complex

By using the methods of qualitative research and case analysis, an in-depth study is conducted on the generative logic, connotation characteristics and value expression of the sport scenarios in urban commercial complex. It is believed that the practical logic of sport scenarios presents the way that the sport scenario operators use all kinds of sports culture symbols to build a symbol system that can meet the demand of consumer scenarios. And, with symbol interpretation and the generation of space identity by consumers, in collaboration with social forces, government departments and sports social organizations, a lifestyle of sport will thus be formed. Its connotation are composed of basic elements such as sports service, venue facilities, service personnel, supporting services and environmental atmosphere, with parents and teenagers as the main consumption objects, including fitness and leisure, sports training, sports competitions and performances, featured with entertainment, comfort, novelty, professionalism, sociability, convenience and aesthetics. The value of sport scenarios in commercial complex is expressed with shaping positive consumption emotion, building the basis of spatial identity and enhancing the overall charm of the complex. Suggestions are put forward as follows: giving play to the advantages of commercial complex by building the new sports consumption space; improving consumers' cognition to the sports scenarios to shape their new experience; guiding their participation in the scenario creation to satisfy the new consumption demand.