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.