Research and Analysis on Operation Mode of a Personal Brand of Chinese Sports Star

With the constant development of world sports and economy, the larger market value of sports stars' personal brands have displayed. In our country, we have created our own stars' brands such as Yao Ming and Li Ning, However, comparing with other more mature operations of international sports stars', the level of commercial development in our country is still low, the administration is yet to be standardized, and it is urgent to select a way of being suitable for stars' commerical operations. This text is analyzed theoretically under the rules of knowledge in marketing theory and brand theory which focus on sports stars' personal brand and category of its mode of operation. After these studies above, we can not only enrich the knowledge of sports stars' personal brand, but also provide references for creating the operation model of Chinese stars' personal brand.