目的 在新零售经济背景下，探讨冬奥文创产品零售服务的发展趋势与创新路径。方法 结合场景理论，提出了集品牌传播、产品营销和社群运营于一体的文创产品零售服务场景构建“BPC框架”，并以“冰雪萌趣嘉年华”设计实践为例，检验该框架的可用性与具体操作方法。结论 通过3个维度的场景化营造，将传统的文创商业转化为文化底蕴深、消费体验佳、用户黏性强的服务模式，为体育赛事文创产品零售提供了有益的参考。

Under the background of the new retail economy, this paper aims to discuss the development trend and innovation path of the retail service of cultural and creative products of the Winter Olympic Games. Combined with the scenario theory, this paper proposes to build a "BPC framework" for the retail service scenario of cultural and creative products integrating brand communication, products marketing and community operation, and takes the design practice of "Bing Dwen Dwen Carnival" as an example to test the usability and specific operation methods of the framework. Through the scenario construction of three dimensions, the traditional cultural and creative business will be transformed into a service model with a deep cultural embodiment, good consumption experience and strong user stickiness, so as to provide a useful reference for the retail of cultural and creative products of sports events.