摘要
随着体育明星市场化程度的日益提高,提升体育明星的营销影响力并使之转化为商业价值,更加符合企业的需求和贴近体育明星营销的本质。体育明星的知识面、吸引力、公信力以及与营销产品的吻合度共同构成了体育明星影响力系统。影响力不同,给消费者留下的可信度不同,营销的效果也就有所不同。根据调查数据进行的探索性因素和验证性因素的分析表明,由以上4个决定性因子构成的体育明星营销影响力的结构模型具有合理性。
With the development of sports stars market, promoting sports stars＇ marketing influence and transforming it into commercial value were becoming more accordant with the needs of the enterprises and more close to the essence of sports stars marketing activities. Sports stars＇ influence system was composed of sports stars＇ knowledge, attraction and public trust as well as the coherence between sports stars and the products. The marketing effects were various according to sports stars＇ influence and public trust. According to the analysis of investigated data, it was pointed out that the structure model of sports stars marketing influences which were composed of four decisive factors were reasonable.
出处
《武汉体育学院学报》
CSSCI
北大核心
2006年第2期27-30,共4页
Journal of Wuhan Sports University
