对体育明星作形象代言人推行品牌产品的战略效应分析

Strategic Analysis of Brand Products as Image Spokesman of Sports Stars

运动鞋企业是晋江经济的支柱,其发展对晋江经济和体育产业的发展有着重要的意义。值此第七届晋江(国际)鞋业博览会之际,运用文献资料、调查访问、观察及网上查询等研究方法,并运用经济学、广告学等相关学科的一些原理,分析了福建晋江运动鞋企业聘请体育明星作形象代言人推行品牌建设的现状及存在的一些主要问题,并提出了进一步推动晋江运动鞋企业品牌建设的一些对策和建议,以便给当地政府及相关的决策者提供一些理论参考。

Sneaker enterprises are the backbone of Jinjiang's economy, whose development plays a great important role in Jinjiang's GDP and sports industry.During the background of the seventh international shoes expo(jinjiang),the article analyzes the present situation and main problems of the matter of sports starts as enterprise's spokesman,then brings up some suggestions for brand promotion.Here,the methods of documentary,investigation,observation and internet research are employed with the relevant theory of economy and advertisement,and puts forward some countermeasures and suggestions in order to provide some cheretical references for the local government and the relevant policymaker.