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体育“网红化”背景下运动员发展的双重资本困局与治理路径——基于吴柳芳事件的个案研究

The Dual Capital Dilemma and Governance Pathways for Athletes under the Background of Sports “Influencer-ization”: A Case Study Based on the Wu Liufang Incident

Leisure Sports and Health / 2025,5(3): 75-80 / 2026-01-12 3 2

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• Authors: 黄奕
• Information:

  湖北大学体育学院，武汉

• Keywords:
  Sports “influencer-ization”; Athlete development; Retired athlete support; Human capital; Prestige capital; Career transformation
  体育“网红化”; 运动员发展; 退役运动员保障; 人力资本; 声望资本; 职业转型
• Abstract: Against the backdrop of “Internet + Sports”, the trend of sports “influencer-ization” has extended the commercial value of star athletes like Fu Yuanhui, while simultaneously plunging low-prestige athletes such as Wu Liufang into a dual capital dilemma characterized by “no traffic, no prospects”. Taking the Wu Liufang incident as the entry point, this paper focuses on the issues of athlete development and support amid the wave of sports “influencer-ization”. It adopts the case study method (with the Wu Liufang incident as the core, comparing with cases of high-prestige athletes such as Fu Yuanhui and Zhang Guowei) and the literature research method, and introduces the theories of human capital and prestige capital to analyze the deficiencies in the current support system for retired athletes. The study finds that individual prestige, as a crucial extension of human capital, profoundly affects athletes’access to resources in the process of influencerization and the effectiveness of their career transformation, while the existing support mechanisms lack attention to lowprestige athletes. Based on these findings, this study proposes governance pathways from three aspects: constructing a systematic human capital training system, optimizing the balanced allocation of resources under the prestige capital gradient, and improving the rights protection system for influencer transformation It aims to provide references for solving the transformation problems of low-prestige retired athletes, enhancing the employment quality of retired athletes, and optimizing the sports talent support system. 互联网+体育背景下，体育“网红化”既延续了傅园慧等明星运动员的商业价值，也使吴柳芳等低声望运动员陷入“无流量、无出路”的双重资本困境。本文以吴柳芳事件为切入点，聚焦体育“网红化”浪潮下运动员发展与保障问题，采用案例分析法（以吴柳芳事件为核心，对比傅园慧、张国伟等高声望运动员案例）与文献研究法，引入人力资本与声望资本理论，剖析当前退役运动员保障体系的不足。研究发现，个体声望作为人力资本的重要延伸，深刻影响运动员网红化进程中资源获取与职业转型成效，而现有保障机制对低声望运动员的关注存在缺失。基于此，本研究从构建系统性的人力资本培训体系、优化声望资本梯度下的资源均衡配置、健全网红化转型的权益保障制度三方面提出治理路径，为破解低声望退役运动员转型难题、提升退役运动员就业质量、优化体育人才保障体系提供参考。
• DOI: https://doi.org/10.35534/lsh.0503013 (registering DOI)
• Cite: 黄奕．体育“网红化”背景下运动员发展的双重资本困局与治理路径——基于吴柳芳事件的个案研究［J］．休闲运动与健康，2025，5（3）：75-80．