我国体育明星与广告市场的博弈现状及其策略研究

The Competing and Mutual Influencing Situation and Tactical Research Between Athletic Star and Advertising Market

我国体育明星与广告市场发展已逐步走入正轨,企业利用体育明星效应与品牌广告的紧密结合来开展市场营销,在整个运作过程中,各个相关主体在理顺各方职责和利益上展开了博弈。结论是体育明星、企业、中介组织在广告市场的运作机制要健全,体育明星广告、收入分配、肖像权等法规有待出台和完善。

The linking between athletic star and advertising market has developing in the right way.The enterprise makes use of the tight union of these two to open and increase their sales benefits.In the operation development,each principal part has influenced and competed to their own responsibility.The operation of athlete star,enterprise,media in the market is to be completed.The regulation and law about athlete star advertisement and distribution are to be come out and perfect.