基于企业视角的体育明星代言风险特征的剖析  

The Analysis of Sports Stars Endorsement Risks from the Perspective of Enterprises

作　　者：杭兰平[1,2] 杨莉然[3] 冯均科[2] 张睿[1] 

机构地区：[1]西北工业大学体育部,陕西西安710072 [2]西北大学经济管理学院,陕西西安710069 [3]兰州大学体育教研部,甘肃兰州730000

出　　处：《科学．经济．社会》2011年第4期175-180,共6页Science Economy Society

摘　　要：基于企业视角,通过对体育明星代言现象的分析,可以看到体育明星代言存在经济以及社会性的正负效应。体育明星作为企业产品代言人,存在选择难度大、代言广告制作难、代言成本高、代言主体复杂、代言期间长、代言品牌多样性、代言人的可控性差、代言人的异国文化认同感的差异性、体育与非体育企业选择代言人的差异性、代言风险来源渠道广、种类多等种种风险。亚运会、大运会等国际大型体育赛事相继在我国举行,明星代言自然成为企业参与体育营销的重点。充分认识这些风险并且予以控制,是企业提高广告运营绩效的重要途径。The analysis this passage does on the phenomenon of sports stars endorsement shows the economic and social positive and negative effects. As the spokesman of a product, a sports star is faced with the problems of difficult choice - making, difficult advertisement production, high endorsement costs, complicated endorsement subjects, long endorsement periods, brand diversity, low controllability of spokesmen, differences between the senses of foreign cultural identity, spokesman selecting differences between sports and non - sports enterprises, wide sources and diversity of endorsement risks, etc. Since a number of large - scale sports competitions like Asian Games and National University Games have been held successively in China, sports stars endorsement must have become the key aspect in sports marketing. Fully understanding the risks and putting them under control is the essential way of improving advertisement operation performance.

关 键 词：产品营销 体育明星 代言 风险 

分 类 号：G80-05[文化科学—运动人体科学]