摘要
为探讨体育明星及其代言商业品牌的双赢局面,采用文献资料法,对体育明星品牌代言活动的潜在风险和应对策略进行了分析,研究认为:体育明星品牌代言面临竞技体育结果的不确定性、明星与品牌关联性的缺失、明星道德行为的失范、体制与法律规范的滞后等风险,提出了事前控制风险的应对方案和事后危机公关的反应机制等规避策略。
To study win-win situation between sports celebrities and commercial brands, this paper focuses on their latent risks and coping tactics by methods of documents. It amplifies such risks as uncertainty of sports competition, irrelevance of celebrity and brand, anomie of celebrity ethical activity and lack of relevant regulations. Through theoretical interpretation and case studying,it presents some advancing plan to control the above risks and proposes some post-public-relation strategy.
出处
《体育科学研究》
2010年第1期40-43,共4页
Sports Science Research
关键词
体育明星
品牌代言
风险
规避
sports celebrities
brand spokesmen
risk
coping tactics
