我国体育明星广告代言的现状研究

Analysis on the Present Situation of Chinese Sports Star Advertising Endorsement

采用文献资料法、案例分析法、归纳总结法对当前体育明星广告代言的现状进行分析,发现其中存在一些有待改进的问题。结论:目前我国体育明星代言的类型有:利用新闻效应做广告、利用体育明星的项目特点与品牌契合、用提供赞助的机会获取回报。广告代言存在的问题有:体育明星广告代言的产品良莠不齐、体育明星广告代言存在风险、品牌与体育明星之间缺少契合度、广告代言对体育明星运动训练的影响、体育明星的代言收入分配问题。

By using the methods of literature,case analysis,and summarizes,this paper analyzes the current status of sports star advertising endorsement,finds problems to be solved.Conclusion： At present,the main styles of sports star endorsement includes： using news effects to advertise,sports characters to fit the brands,and getting reward by offering sponsorship.The main problems are： produces endorsed are integrated with good and bad qualities,risks are existed in the endorsement,the integration between brands and stars are poor,endorsement influences sport stars＇ training,as well as income distribution issues.