体育明星代言的风险及防范措施

Risks in sport star endorsement and preventive measures

近年来,体育明星代言在我国发展迅猛,企业借助体育明星代言提高了产品的知名度,体育明星则获得可观的经济报酬。但北京奥运会发生的众多意外事件,尤其是刘翔因伤病退赛而引发的众多企业的代言人危机,警示人们务必关注体育明星代言所隐藏的风险。采用文献资料和案例研究等方法,探究企业借助体育明星代言进行营销的过程中存在的运动员竞技状态不稳定、竞赛成绩不确定、道德危机等潜在代言风险,以及针对这些风险的防范措施。

In recent years,sport star endorsement have become popular in China. The products are better known through sport star endorsement and the sport stars are well paid. However, risks in sport endorsement reflected by Liu Xiang＇s retreating from the Beijing Olympic Games have shown that it is necessary to take preventive measures in case that athletes cannot play well and may be morally disobeying the rules.