摘要
通过初步探讨分析体育明星广告市场的成因、明星资源、广告客户现状、体育经纪人及广告公司的市场中介作用等 ,对发展体育明星广告市场提出如下建议 :要提高对体育明星广告市场开发、经营的认识 ;要尽快规范对体育明星广告市场的管理 ;体育经纪人和广告公司在开发体育明星广告市场时应考虑体育明星的市场价值。
The following issues are analyzed: the cause of formation of advertisement market of sports stars, the stars' resources, the current situation of advertisement clients as well as the intermediate role of sports agents and advertisement companies. Based on the results some suggestions on developing advertisement market of sports stars are put forward.
出处
《天津体育学院学报》
CAS
CSSCI
北大核心
2001年第2期38-41,共4页
Journal of Tianjin University of Sport
