| 我国体育明星形象代言广告市场的现状与发展对策研究 |
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| 引用本文： | 李宝凤.我国体育明星形象代言广告市场的现状与发展对策研究[J].北京体育大学学报,2006,29(9):1193-1195. |
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| 作者姓名： | 李宝凤 |
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| 作者单位： | 北京体育大学,北京100084 |
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| 摘 要： | 采用文献资料和数据统计等方法,对体育明星形象代言广告市场的现状、特征、发展与对策进行了研究,结果表明:体育明星形象代言广告展示了体育明星社会价值和经济价值的名利双收,体现了体育明星的精神内涵,体育明星广告市场的发展促进了体育产业的发展,体育中介介入该市场,为促进其发展,体育明星广告市场还有待规范.
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| 关 键 词： | 体育明星 广告 市场 现状 发展 对策 体育明星广告 形象代言 市场 现状 发展 对策 研究 Stars Sport Images Market Advertisement Chinese Development Strategy Current Situation 规范 体育中介 体育产业 精神内涵 经济价值 |
| 文章编号： | 1007-3612(2006)09-1193-03 |
| 修稿时间： | 2005年2月28日 |
Research on Current Situation and Development Strategy of Chinese Advertisement Market with the Images of Sport Stars |
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| LI Bao-feng.Research on Current Situation and Development Strategy of Chinese Advertisement Market with the Images of Sport Stars[J].Journal of Beijing Sport University,2006,29(9):1193-1195. |
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| Authors: | LI Bao-feng |
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| Abstract: | By using documentary research and statistical methods,current situation,features,and development strategy of advertisement market with the images of sport stars were studied.The results indicated that advertisement with the images of sport stars showed both social value and economic value of sport stars, and embodied their spiritual connotation.The development of advertisement market of sport stars promoted the development of sport industry and the involvement of sport medium.To promote its development,advertisement market of sport stars should be further standardized. |
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| Keywords: | sport stars advertisement market current situation development strategy |
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