| 体育明星商业价值评估框架理论构建 |
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| 引用本文： | 汪际慧.体育明星商业价值评估框架理论构建[J].北京体育大学学报,2009(12). |
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| 作者姓名： | 汪际慧 |
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| 作者单位： | 浙江师范大学体育学院; |
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| 摘 要： | 运用文献资料法对国内外体育明星商业价值评估实践和相关理论进展进行梳理,从营销操作过程的调控出发,构建基于目标消费者心理行为变化的体育明星商业价值评估框架,以期为体育明星赞助营销及理论研究提供参考资料。
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| 关 键 词： | 体育明星 商业价值 评估框架 |
A Study on the Construction of the Evaluation Framework of the Commercial Value of the Sport Stars |
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| WANG Ji-hui.A Study on the Construction of the Evaluation Framework of the Commercial Value of the Sport Stars[J].Journal of Beijing Sport University,2009(12). |
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| Authors: | WANG Ji-hui |
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| Institution: | WANG Ji-hui(College of Physical , Health,Zhejiang Normal University,Jinhua 321004,Zhejiang China) |
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| Abstract: | The thesis applies documentary analysis to review the theories and practices of the commercial value evaluation of the foreign and national sport stars.From the regulation of the marketing operation process,the thesis proposes an evaluation framework of the commercial value of the sport stars,based on the change of the psychology and behavior of the target consumer to provide reference to the theoretic research on marketing of the sponsorship of the sport stars. |
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| Keywords: | sport stars commercial value evaluation framework |
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