我国体育明星广告市场现状与发展对策研究

A research on the current situation and countermeasures of our sports star advertising market

采用文献资料法等,对我国体育明星广告现状及发展进行分析,结果显示,体育明星所做的广告领域较窄,基本上都局限在本领域当中;商家没能很好的将自己的产品和体育明星自身的特点结合起来,影响了广告的预期效果;举重、摔跤等项目的运动员很少有机会参与广告。建议体育明星广告应引入体育经纪人制度,使广告的整个运行过程更加规范、更有调理,从而有利于达到预期的广告效果;体育明星还应加强其他方面知识的学习,不断完善个人综合素质,拓宽参与广告的领域;改变传统的对诸如举重这些项目的运动员的偏见,使更多项目的运动员参与到广告中来。

By using the method of documents, this paper analyzes the status quo and the development of our sportsstar advertising market. The results show that what the sports stars can do in the advertising area is narrow,basically are confined to the original field; businessmen did not have a good combination of their own products andthe characteristics of the star himself, affecting the expected effect of advertising; Weightlifting, wrestling andother items athletes rarely have the opportunity to participate in advertising. It is suggested that the sports staradvertisement should be introduced into the sports manager system so that the whole operation process of theadvertisement can be more standardized and orderly, so as to achieve the expected advertising effect. The sportsstar should also strengthen the knowledge of other aspects and constantly improve the comprehensive quality of theindividual, enhance the field of advertising; change the traditional prejudice against athletes such as weightlifting,in order to let more athletes participate in advertising.