论体育明星商业价值的开发——以姚明为例

On the Development of Sports Stars' Commercial Value——Taking Yao Ming as an example

体育明星作为一种景观商品,已进入消费领域。从体育明星生产模式结构构成诸要素考察我国体育明星商业价值开发存在的问题,以姚明个案开展实证分析,提出体育明星商业价值开发要落实好三个问题:一是理顺运动员管理体制,对在役运动员实行契约化管理;二是引进培养体育经纪人与经纪团队,建立专业化经纪队伍;三是体育组织、体育明星、企业和媒介要塑造好体育明星的品牌形象价值。

Sports star as one kind of landscape commodity has entered the market places. From the production models,this paper examines the problems concerning the exploitation of the commercial value of sports stars in the case of Yao Ming and proposes three measures. First,the management system needs to be straightened out and contract management should be carried out to the in-service athletes. Second,it＇s desirable to cultivate sports agents and establish a professional agent team. Third,all parties including sports organizations,sports stars,companies and media are supposed to shape a good brand image for sports stars.