【摘要】： 2008年北京奧運(yùn)會的成功舉辦,極大地激發(fā)了國人及其企業(yè)的體育熱情。同時隨著我國經(jīng)濟(jì)、社會、及體育事業(yè)的快速進(jìn)步,體育作為一個產(chǎn)業(yè)逐漸成形;尤其在我國競技體育面向職業(yè)化、商業(yè)化、產(chǎn)業(yè)化快速發(fā)展的宏觀背景下,體育明星借著體育營銷的東風(fēng),通過企業(yè)的精心包裝,在各種媒體的簇?fù)硐伦呦虼蟊?越來越多的體育明星成為企業(yè)和城市品牌代言人。然而,體育明星代言有成功典范,亦有失敗案例;并非所有的產(chǎn)品均適合邀請體育明星作為其品牌代言人。與國內(nèi)市場體育明星代言的廣泛流行不同,體育明星代言對于品牌權(quán)益的影響的實(shí)證研究則明顯不足。本項研究正是在這樣的背景下提出和完成的。 本文由如下七部分內(nèi)容構(gòu)成。第一部分:緒論,指出本項研究的背景,即體育明星代言的重要性日益體現(xiàn),但是理論研究尚顯不足。第二部分:體育明星代言研究概述,本部分主要回顧和總結(jié)已有關(guān)于名人代言與體育明星代言理論研究和實(shí)踐結(jié)果,提煉出已有文獻(xiàn)中對本項研究富有意義的結(jié)論。第三部分:品牌權(quán)益研究概述,首先,基于品牌的概念提出品牌權(quán)益的概念,總結(jié)常見的一些關(guān)于品牌概念的論述;然后,在品牌權(quán)益概念的基礎(chǔ)上,詳盡介紹基于消費(fèi)者的品牌權(quán)益的理論模型,最后概括綜述基于消費(fèi)者的品牌權(quán)益的衡量模型。第四部分:研究模型與假設(shè):在已有文獻(xiàn)研究回顧與總結(jié)的基礎(chǔ)之上,提出本項研究的關(guān)鍵假設(shè),構(gòu)建本項研究的核心模型。第五部分:基于假設(shè)與模型,針對體育明星代言對企業(yè)品牌權(quán)益的影響進(jìn)行實(shí)證研究。第六部分:研究結(jié)果分析,對本項研究所得出的結(jié)論進(jìn)行分析,提出對實(shí)踐者富有意義的一些對策性建議。第七部分,對全文進(jìn)行總結(jié)與展望,指出值得進(jìn)一步研究的論題和方向。
[Abstract]:The successful hosting of the 2008 Beijing Olympic Games has greatly stimulated the sports enthusiasm of the Chinese people and their enterprises. At the same time, with the rapid progress of economy, society and sports in our country, physical education takes shape as an industry. Especially under the macro background of professional, commercialized and industrialized development of competitive sports in our country, sports stars, through the east wind of sports marketing, through the meticulous packaging of enterprises, go to the masses under the besieged of all kinds of media, and the sports stars go to the masses through the east wind of sports marketing. More and more sports stars become corporate and city brand spokesmen. However, sports stars have success stories and failure cases; not all products are suitable for inviting sports stars as their brand spokesmen. Different from the widespread popularity of sports star endorsement in domestic market, the empirical research on the influence of sports star endorsement on brand equity is obviously insufficient. This study is proposed and completed in this context. This paper consists of seven parts as follows. The first part: introduction, pointing out the background of this research, that is, the importance of sports star endorsement is increasingly reflected, but the theoretical research is still insufficient. The second part is an overview of the research on endorsement of sports stars. This part mainly reviews and summarizes the theoretical research and practical results on celebrity endorsement and sports star endorsement, and refines the meaningful conclusions of this study in the existing literature. The third part is an overview of the research on brand equity. Firstly, the concept of brand equity is put forward based on the concept of brand, and some common discussions about brand concept are summarized. Then, on the basis of the concept of brand equity, the theoretical model of consumer-based brand equity is introduced in detail. Finally, the measurement model of consumer-based brand equity is summarized. Part IV: research models and assumptions: on the basis of the review and summary of the literature, the key assumptions of this study are put forward, and the core model of this study is constructed. The fifth part: based on the hypothesis and model, this paper makes an empirical study on the influence of sports star endorsement on corporate brand equity. Part VI: analysis of the results of the study, analysis of the conclusions of this study, and put forward some meaningful countermeasures for practitioners. The seventh part summarizes and looks forward to the full text, and points out the topics and directions worthy of further study.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2

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