Title :
The Research of the Current Situation about the Sports Stars as Spokesperson in China
Author_Institution :
Beijing Inst. of Graphic Commun., Beijing, China
Abstract :
By using the methods of documentation, expert interview and related sports economics principle, the author made a research of the current situation about the sports stars as spokesperson, and also offered some suggestions on how to develop this behavior healthily. The purpose of this paper is to improve the market development of sports stars as spokesperson and to prompt the development of China´s undertakings of sports culture.
Keywords :
economics; sport; China; documentation; expert interview; market development; spokesperson; sports culture; sports economics principle; sports stars; Advertising; Commercialization; Companies; Cultural differences; Economics; Educational institutions; Industries;
Conference_Titel :
Management and Service Science (MASS), 2011 International Conference on
Conference_Location :
Wuhan
Print_ISBN :
978-1-4244-6579-8
DOI :
10.1109/ICMSS.2011.5999250
