| 运动员代言广告的帕累托改进与合同管理 |
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| 引用本文： | 杨茜,凌丽平,邓春林.运动员代言广告的帕累托改进与合同管理[J].天津体育学院学报,2011,26(4):305-309. |
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| 作者姓名： | 杨茜 凌丽平 邓春林 |
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| 作者单位： | 中山大学教育学院体育系，广东广州510275;中山大学教育学院体育系，广东广州510275;广东商学院体育部，广东广州510320 |
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| 基金项目： | 国家社会科学基金项目（项目编号：08CTY012） |
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| 摘 要： | 结合约束理论、帕累托改进理论，对运动员代言广告进行研究。认为对运动员代言广告进行帕累托改进，应该从减少广告活动的技术约束
和制度约束入手。具体来说，就是要求项目管理中心和体育协会转变职能，由“管办兼能”转变为监管。据此，对引入运动员代言广告活动的招标
制度进行探讨。
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| 关 键 词： | 运动员 代言广告 合同管理 管办分离 制度创新 |
| 收稿时间： | 5/4/2010 12:00:00 AM |
Pareto Improvement and Contract Management of Advertisements Endorsed by Athletes |
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| YANG Qian,LING Liping and DENG Chunlin.Pareto Improvement and Contract Management of Advertisements Endorsed by Athletes[J].Journal of Tianjin Institute of Physical Education,2011,26(4):305-309. |
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| Authors: | YANG Qian LING Liping and DENG Chunlin |
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| Institution: | YANG Qian1,LING Liping1,DENG Chunlin2(1.Dept.of PE,School of Education,SUN YAT-SEN University,Guangzhou 510275,China,2.Dept.of PE,Guangdong Commercial College,Guangzhou 510320,China) |
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| Abstract: | Combining the Constraints Theory and Pareto improvement of economic activities,advertisement endorsed by athletes were studied.It suggested that reduce technical constraints and institutional constraints of business activities to reach Pareto improvement in athletes' advertisement endorsed.Specifically,it is requests that the sports management center and sports association transform function,integration management and running transforming to supervision.Then it discusses how to introducing bidding system to... |
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| Keywords: | athletes advertisement endorsed contract management separate regulation from operation system innovation |
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