我国体育广告现状分析与发展对策

Analysis and Development Strategies on the Current Situation of China＇s Sports Advertising

随着中国经济社会的发展，体育运动社会化、商业化、产业化的扩张速度日益加快，人们生活质量和生活方式的改变，对体育消费需求增长的趋势也日益凸显，体育的参与型消费和观赏型消费的强劲趋势，刺激了体育投资的增长和体育产业的发展。体育消费的迅速增长．为体育产业提供了快速发展的空间。随着人们的体育意识和参与性不断增强，客观上为企业的自我形象展示提供了一个舞台，许多商家看重体育这～黄金口岸，不惜巨资利用体育手段来宣传和推销自己的产品、由此而产生了以体育活动为载体的体育广告。

China＇s sports industry is developing rapidly nowadays, while sports advertising industry plays an important role in the development of sports industry. This article discusses the function of sports advertising as well as the current situation and the future trend of sports advertising industry, analyzes the factors which prevents the development of China＇s sports advertising industry, finally puts forward some suggestions on how China＇s sports advertising industry can develop in a healthy way in the fierce competition.