Current Situation And Countermeasures Of China's Sports Public Figures Endorsements

As an important source of sport career, sport stars have moreadvantages compared with other stars, so they enter the market and media even quicker.The enterprises can reveal their imagesand spirits in all direction and dimensions, and win trust of the consumers with the help of thesports. Sports figures have therefore chosen as a brand spokesman for the public by businesses and consumers alike.China's sports advertising public figures speak to its late start, the starting 80 in the mid-20th century, experienced a short period of 20 years of development. Studies have shown there are public figures of China's sports advocacy advertising is very broad prospects for development. But at the same time we should also be clearly aware that many enterprises lack of sports advertising public figures speak of scientific understanding, and in disregard of their own strength, product performance, brand image and so on, blindly respected sports figures advertising the public advocate, not only failed to achieve the desired results, but emergence of a number of negative effects. Theacademic field gives this phenomenon more attention. Scholars launch studies from differentangles and express their own opinions towards the present situation of advertisement of sportstars. However, most of researches are not profound enough. In such cases, a clear understanding of China's sports advertising public figures advocate the development of the status quo, to identify constraints of our sports figures advertising the development of public reason, the development of better public figures of China's sports advocacy advertising are critical to the future of the relevance and academic value.This paper uses market research, the network survey; literature review and other data collection method, which systematically analysis the PE phenomenon in advertisement data of public figures. Through the collative data of public figures we find many questions in reality of Sports advertisement. There are: at the system side, we don't distinctly define human capital about athletes and athletes speak for Advertisement be restricted; The development of Chinese intermediary market hasn't imperfective and be short of Sports brokers. Productss be advertised by public figures and their speciality is not the inherent logical relationship; enterprises and Sports public figures are lack of long-term cooperative relations; enterprises are short of the risky consciousness; a few corporation uses unlawful means; ad produce few innovative products; Our athletes should improve their own qualities and performing ability and so on. Then article uses various methods such as expert interview method, the game theory and logical research method analyze the above questions and draw a conclusion. Our country aims at all sorts of the current problems and tables a number of proposals to solve these. Clearly define property rights of human capital in system side, it contributes to a rational allocation in the commercial exploitation about athletes; Sports intermediary would perfect its management system, set up a reasonable operational market mode and cultivate high-grade PE brokers; enterprise select advertising spokesman must abide standard, seek relationship between advertising spokesman and the inner of ad following lower risk, furthermore constitute operational procedures and the operation flow. Strengthen cultural qualities and moral education; excavate deeply advertising culture meaning; enhance advertising artistic speak by sports public figures. Wee should perfect National Sports Policy laws and regulations, systematically standardize sports market behavior and increase competitive sports reform.