中美体育明星无形资产开发比较研究

The Comparative Reseach on the Exploitation of Intangible Assets between China and the U.S.Sports Stars

体育明星作为体育活动的主体之一,其无形资产的开发,越来越受到企业和社会的重视。中美两国体育明星无形资产的开发,是在不同体制下的不同产物。通过剖析美国职业体育在此领域的优势和成功典范,并对照我国体育明星无形资产开发、经纪人制度和职业体育联赛进行比较研究,探讨我国优秀体育明星无形资产的开发和利用。

Enterprises and the society are paying more attention on the exploitation of intangible assets of sports stars,who is one of the main subjects in sports.Because of different society systems,the exploitation of intangible assets between China and the U.S.sports stars also is different from each other.The paper has analysed advantages and successful modes in the field of the American professional sports,comparing with intangible assets of sports stars,agent systems and professional sports leagues in China,in order to exploit intangible assets of our country＇s sports stars fullier.