运动员代言广告的帕累托改进与合同管理

Pareto Improvement and Contract Management of Advertisements Endorsed by Athletes

结合约束理论、帕累托改进理论,对运动员代言广告进行研究。认为对运动员代言广告进行帕累托改进,应该从减少广告活动的技术约束和制度约束入手。具体来说,就是要求项目管理中心和体育协会转变职能,由"管办兼能"转变为监管。据此,对引入运动员代言广告活动的招标制度进行探讨。

Combining the Constraints Theory and Paretc improvement of economic activities, advertisement endorsed by athletes were studied. It suggested that reduce technical constraints and institutional constraints of business activities to reach Pareto improvement in athletes advertisement endorsed. Specifically, it is requests that the sports management center and sports association transform function, integration management and running transforming to supervision. Then it discusses how to introducing bidding system to athletes advertisement endorsed.