体育明星品牌探析

On the Brand of Sports Stars

在日益商业化的体育环境下,体育明星逐渐具有了"产品"的性质,从品牌学角度分析了体育明星品牌化对待的必要性,体育明星的品牌构成——运动场上的表现是体育明星品牌的灵魂(核心产品),体育明星的影响力和感召力构成体育明星产品的卖点,体育明星的性格构成体育明星的品牌个性,及其影响因素进行了探讨,为业界人士更新观念提供理论依据。

In the circumstance of commercialization,the sports stars have had the trait of products. In this paper the author points out that it is important to regard the sports as a brand, the constitutions of it and the concerned factors with the intention of helping people to revolute the conception.