2011•Journal of Shandong Institute of Physical Education and SportsRequires access
On the operating strategies of sports star brands
Xiao‐Rong Fu
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Abstract
With the popularity of consumerism,sports star brands have become the hot spots of mass consumption.Though strong in competitive sports,China is still weak in sports industry.The nation has trained so many sports stars and even super stars.However,we are excessively concerned with their political and social value orientations while neglecting the full use of their economic value,which has resulted in the losses of state-owned assets.The paper started from the rising of consumerism to analyze the underlying social and cultural causes of sports star brands consumption boom.Further,based on the principles of brand development and operation and the analysis of sports star brands' characteristics,the paper exposed the feasibility of sports star brands development and its specific strategies,aiming at arousing people's attention to the development and utilization of sports star brands' economic value.