我国体育明星广告及其发展对策研究

Sports Stars Advertisement in China and Countermeasures

分析了体育明星广告的概念及其市场形成和现状,指出我国体育明星广告存在着艺术性和创意缺乏,体育明星和代言品牌错位,代言明星不合适,明星缺乏自主选择意识,市场不规范、法制建设滞后以及中介机构欠缺、作用发挥欠佳等问题,并提出了规范和开拓我国体育明星广告市场的对策与建议。

This paper analyzed the concept of sports stars advertisement, and the formation of its market and its present situation, pointed out the following problems., sports stars advertisements in China are short of artistic and creative ideas; sports stars and the brand seem to be misplaced, their images not suitable for the star products; They lack a sense of self-selection; market is not standardized, the legal system lags behind, as well as the lack of intermediary institutions, as in functioning. In light of these problems, the paper gave some countermeasures for standardizing and expanding our sports stars advertisement market.