| 我国健美操明星广告价值优势分析 |
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| 引用本文： | 李萍.我国健美操明星广告价值优势分析[J].广州体育学院学报,2009,29(1). |
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| 作者姓名： | 李萍 |
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| 作者单位： | 湖南大众传媒职业技术学院体卫部,湖南,长沙,410100 |
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| 基金项目： | 湖南大众传媒职业技术学院立项课题 |
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| 摘 要： | 从有效开发健美操明星资源角度出发,对我国健美操明星广告市场开发的价值优势进行了分析:提升知名度的成长性优势、引导健身娱乐文化潮流的时空优势、健美操明星更容易产生"注意力"效应,与时尚健康类产品之间具备良好的契合度优势以及良好的个人魅力.最后提出了健美操明星广告市场开发的途径:加强健美操明星的培养和包装,广告市场的开发途径上要遵循广告市场规律,代言广告时要注重健美操明星本人的符号特征表达,应该重视注册商标等无形资产保护等.
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| 关 键 词： | 健美操明星 广告价值 市场开发 |
The Analysis of the Value Advantages of Advertisement Market for Chinese Aerobics Stars |
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| LI Ping.The Analysis of the Value Advantages of Advertisement Market for Chinese Aerobics Stars[J].Journal of Guangzhou Physical Education Institute,2009,29(1). |
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| Authors: | LI Ping |
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| Institution: | Hunan Mass Media Vocational Technical College;Hunan changsha 410100;China |
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| Abstract: | This Paper analyses the value advantages of developing advertisement market for Chinese aerobics stars.It provides some ways to develop the advertisement market: strengthen the training and packaging of aerobics stars;follow the law of the advertising market;focus on the characteristics symbol of aerobics stars;pay attention to the protection of intangible assets such as registered trademarks and so on. |
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| Keywords: | aerobics stars value of advertisement market-opening |
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