我国体育明星广告代言现状及未来发展的思考-《体育科学研究》

文章信息/Info

Title:: Reflections on the Status of Sports Stars Endorsement and Consideration about Their Future Development

Author(s):: WEI Wei; (Physical Education Institute of Jimei University, Xiamen 361021, China)

Keywords:: sports stars; endorsement advertisement; current status; future trend

摘要:: 体育作为一种人文景观吸引公众的能力是任何其他活动都不能比拟的。以体育明星为代表的品牌，有效地应用了体育竞技的精神，为企业带来一个良好的声誉，提高了品牌知名度，创造出丰厚的利润，取得最佳的经济效益和社会效益。本研究文献，根据中国的社会、经济和体育发展的主要问题，分析当前中国体育名人代言广告的存在问题，并阐明广告代言现状和发展的趋势。中国的体育名人代言被广泛认同，从而形成了体育明星广告代言的主体。

Abstract:: Sport as a cultural landscape is attractive more than any other activities. the brand endorsed by sports stars use sports spirit effectively to improve the public reputation，expanding the brand awareness and rising enterprise profit. It helps enterprise to achieve the best economic and social benefits. This study analyses the current problems of Chinese sports stars endorsement basing on the major problems of Chinas social, economic and physical development. Furthermore, it clarifies the current situation and development trend of endorsements.