我国体育明星的商业价值开发的提升策略研究  

Study on the Promotion strategy of the Commercial Value Development of China's Sports Stars

作　　者：李文锦 LI Wenjin(School of Physical Education,Shandong Normal University,Jinan,Shandong Province,250316 China)

机构地区：[1]山东师范大学体育学院,山东济南250316

出　　处：《当代体育科技》2022年第14期180-183,共4页Contemporary Sports Technology

摘　　要：近年来,我国体育健儿凭借在赛场上的出色表现,成为深受大众喜爱的体育明星,体育明星背后蕴藏着巨大的商业价值,引起众多商家的关注。为了使体育明星的商业价值得到更充分开发,该文采用文献资料法、对比分析法等方法探索了影响体育明星商业价值开发的因素,并以此为根据提出提升策略:不断提高体育明星综合素质,完善其个人形象;提高体育明星竞技能力,保证其运动成绩;根据体育明星竞赛风格及运动项目,合理挑选代言;培养体育管理人才,建立高水平的体育经纪团队。In recent years,Chinese athletes have become popular sports stars with their excellent performance on the field.Behind sports stars,there is huge commercial value,which has attracted the attention of many businesses.In order to fully develop the commercial value of sports stars,this paper uses the methods of literature and comparative analysis to explore the factors affecting the commercial value development of sports stars,and puts forward the promotion strategies based on this:Continuously improve the comprehensive quality of sports stars and improve their personal image;Improve the competitive ability of sports stars and ensure their sports performance;Reasonably select endorsements according to the competition style and sports events of sports stars;Cultivate sports management talents and establish a high-level sports brokerage team.

关 键 词：体育明星 商业价值开发 体育经纪人 商业开发类型 

分 类 号：G80-05[文化科学—运动人体科学]