運動名人代言與企業適配度之探討－－以中國企業為例

An Analysis of the Adaptation of Sport Celebrity Endorsement and Enterprise Development --Taking Chinese Enterprises as examples

借用名人聲望代言的廣告策略運用屢見不鮮，至今仍因受到企業界的青睞，而廣被使用。其中又以「聘請運動名人擔任代言人」的方式最是蔚為風潮（程紹同，2001）。王穎梅（2009）指出，中國已經進入「偶像」時代，大眾對明星的追捧已到狂熱的程度。企業運動名人代言更是家常便飯。但是很多企業花錢聘請名人代言，卻不僅沒有從中獲利，反而使企業損失了大筆金錢及形象。為了在激烈的市場競爭中生存發展，如何選擇合適的運動代言人成為企業必須重視的行銷策略。本文綜整相關文獻，探討大陸企業如何選擇合適的運動代言人，以期望為企業提供參考。

Celebrity endorsement, as a universal marketing strategy of taking advantage of celebrity prestige, is still favored and widely utilized by the business world. Among them the way of engaging sport celebrities as brand-spokesmen is more prevalent in the business circles (Cheng, Shaotong 2001). Wang Yinmei (2009) pointed out that China has stepped into “an idol era” when the masses have crazy fever for pop stars. Sport celebrity endorsement is routine nowadays. However, instead of gaining profit from employing celebrity endorsers by wasting large sum of money, many businesses suffer by ruining their images. In order to survive and develop in the fierce market competition, enterprises should attach great importance to a marketing strategy as the selection of appropriate sport endorsers. Based on the comprehensively organized literature, this thesis discusses how to select proper sport endorsers for mainland enterprises so as to provide references for businesses in the future.