试析“刘翔退赛”对广告赞助商股价的影响——基于事件研究法的分析

On the impact of stock price fluctuation on dropping out the race by Liu Xiang

文章利用事件研究法,以"刘翔退赛"事件前后其赞助商的股价变动为样本进行了实证研究。对于此结果,本文分别从整体营销成效、危机公关好坏、代言者与品牌内在关联度、事件本身的影响程度以及证券市场的反应失灵等五个方面简要分析原因。

This paper analyzes about the dropping out the race by Liu Xiang from marketing, public relations crisis, the association endorsement and the market reaction.