摘要
体育市场化的开展,体育明星商业化的运作,体育明星俨然已经成为了一种商品,一种具有自身品牌价值的商品。品牌的生命力对于商品而言尤为重要,对体育明星品牌生命力进行了论述,指出:提高技术水平,增强品牌的增值能力;提高综合素质,完善自我形象;审慎代言,维护品牌形象;积极参加公益活动助推品牌升级是保持品牌生命力的必要所在。
With the development of market economic and commercial running of sports stars, the sports stars have become products. The life-force is important to them. In this paper the author points out that enhancing the level of technology and innate quality or property, being cautious to choice a represented product and actively to take part in movement of public fare are necessary ways to maintain the life-force.
出处
《南京体育学院学报（社会科学版）》
2007年第4期61-64,共4页
Journal of Nanjing Institute of Physical Education
关键词
体育明星
品牌
生命力
sports stars
brand
life-force
