我国体育公众人物广告代言的现状及对策研究

【作者】 赵文；

【导师】 史兵；

【作者基本信息】 陕西师范大学 ， 体育人文社会学， 2009， 硕士

【摘要】 作为体育事业的一项重要资源,体育公众人物的独特魅力,使其迅速成为被关注的广告新宠。它能够有效地把体育精神与企业的品牌文化相融合,企业也借助体育的影响,可以全方位、立体化的展示自身的形象与精神,提高品牌知名度,赢得消费者的信赖,从而取得最佳的经济效益和社会效益。因此选择体育公众人物作为品牌代言人受到了企业与消费者的一致好评。我国体育公众人物广告代言起步较晚,始于20世纪80年代中期,经历了短短二十几年的发展。已有研究显示我国体育公众人物广告代言的发展前景十分广阔。但同时也应清醒的认识到,许多企业因缺乏对体育公众人物广告代言的科学认识,不顾及自身实力、产品性能、品牌形象等,盲目推崇体育公众人物广告代言,不仅没有达到预期效果,反而出现诸多负面效应。对这一热点现象,学术界给予了极大的关注,学者们已从不同角度对此展开研究并取得了初步成果。通过本文的文献综述,笔者认为目前关于体育公众人物广告代言的研究大多相对独立,不够深入。在这种情况下,认清我国体育公众人物广告代言的发展现状,找出制约我国体育公众人物广告发展的原因所在,对更好的发展我国体育公众人物广告代言的未来都具有至关重要的现实意义和学术价值。本文通过市场调查法、网络调查法、文献综述法等多种资料搜集方法,系统的对体育公众人物广告代言现象进行了数据统计,通过数据整理发现体育公众人物广告代言现实中存在着很多问题:在制度层面上对我国运动员人力资本的界定不清楚,使运动员广告代言时受限制;我国中介市场发展的不完善、体育经纪人才的匮乏:被代言产品与体育公众人物的专长未构架出内在逻辑关系;企业和体育公众人物之间缺少长期合作关系;企业对体育公众人物广告代言的风险认识不足;企业在广告代言时使非法手段;我国广告制作、创意的精品太少;我国运动员本身的表演能力、自身素质有待提高等等。而后文章又运用了访谈法、博弈论法、个案分析法和逻辑分析法等多种研究方法,力图通过考察目前我国体育公众人物广告代言所出现的种种现实问题,在理论上予以分析,希望取得突破,提出发展体育公众人物广告代言的合理、科学的建议:从制度上明确界定运动员的人力资本产权,有助于合理分配运动员的商业开发收益;完善体育中介管理制度,建立合理的市场运作模式,培养高等级体育经纪人;规范企业选择体育广告代言人的标准,寻求产品同广告代言人之间的内在切合点,降低广告风险,制定成熟的广告运作程序;加强运动员的思想道德和文化素质教育;深度挖掘广告的文化内涵,增强体育公众人物广告的艺术性;完善国家体育法律法规政策,系统规范体育市场行为,加大竞技体育的改革力度。更多还原

【Abstract】 As an important source of sport career, sport stars have moreadvantages compared with other stars, so they enter the market and media even quicker.The enterprises can reveal their imagesand spirits in all direction and dimensions, and win trust of the consumers with the help of thesports. Sports figures have therefore chosen as a brand spokesman for the public by businesses and consumers alike.China’s sports advertising public figures speak to its late start, the starting 80 in the mid-20th century, experienced a short period of 20 years of development. Studies have shown there are public figures of China’s sports advocacy advertising is very broad prospects for development. But at the same time we should also be clearly aware that many enterprises lack of sports advertising public figures speak of scientific understanding, and in disregard of their own strength, product performance, brand image and so on, blindly respected sports figures advertising the public advocate, not only failed to achieve the desired results, but emergence of a number of negative effects. Theacademic field gives this phenomenon more attention. Scholars launch studies from differentangles and express their own opinions towards the present situation of advertisement of sportstars. However, most of researches are not profound enough. In such cases, a clear understanding of China’s sports advertising public figures advocate the development of the status quo, to identify constraints of our sports figures advertising the development of public reason, the development of better public figures of China’s sports advocacy advertising are critical to the future of the relevance and academic value.This paper uses market research, the network survey; literature review and other data collection method, which systematically analysis the PE phenomenon in advertisement data of public figures. Through the collative data of public figures we find many questions in reality of Sports advertisement. There are: at the system side, we don’t distinctly define human capital about athletes and athletes speak for Advertisement be restricted; The development of Chinese intermediary market hasn’t imperfective and be short of Sports brokers. Productss be advertised by public figures and their speciality is not the inherent logical relationship; enterprises and Sports public figures are lack of long-term cooperative relations; enterprises are short of the risky consciousness; a few corporation uses unlawful means; ad produce few innovative products; Our athletes should improve their own qualities and performing ability and so on. Then article uses various methods such as expert interview method, the game theory and logical research method analyze the above questions and draw a conclusion. Our country aims at all sorts of the current problems and tables a number of proposals to solve these. Clearly define property rights of human capital in system side, it contributes to a rational allocation in the commercial exploitation about athletes; Sports intermediary would perfect its management system, set up a reasonable operational market mode and cultivate high-grade PE brokers; enterprise select advertising spokesman must abide standard, seek relationship between advertising spokesman and the inner of ad following lower risk, furthermore constitute operational procedures and the operation flow. Strengthen cultural qualities and moral education; excavate deeply advertising culture meaning; enhance advertising artistic speak by sports public figures. Wee should perfect National Sports Policy laws and regulations, systematically standardize sports market behavior and increase competitive sports reform.更多还原