“威克多”与“尤尼克斯”的商业博弈——由林丹被禁赛事件引发的多维度思考

The Commercial Game of“Victor”and“YONEX”——The multidimensional thinking by Lin-Dan suspended events

2015中国羽毛球超级联赛季后赛林丹因本赛季赞助商威克多与林丹个人赞助商尤尼克斯的商业冲突导致被禁赛,此事件在社会各界引起了广泛热议,这场"威克多"与"尤尼克斯"商业大战的背后折射出的是中国体育职业化、市场化进程中所必须面对的问题。采用文献资料等方法从羽协、俱乐部、赞助商、媒体及球迷视角对此事件进行多维度思考,审视当下羽超联赛职业化发展存在的问题,寻求防止类似事件的发生的机制,为解决此类事件提供借鉴。通过对林丹被禁赛事件这一案例的剖析,能够促使社会各界做出深度思考。

In 2015 China badminton super league playoffs this season,Lin Dan was suspended with his personal sponsors yonex conflicted with this season business sponsors Victor.Lin this event caused wide debate from all walks of life in the social.The＂Victor＂and＂Yonex＂commercial war has reflected the problem showld be faced in the process of marketization of China＇s sports professionalization.In this paper,the methods of literature from the perspective of badminton association,clubs,sponsors,media and fans for multidimensional thinking of this event,look at the existing problems in the development of the feather super league professional,looking for ways to prevent the occurrence of similar events mechanism,in order to solve such events.Through the case analysis of Lin suspended events,leads to the social from all walks of life to make a deep thinking.