论文部分内容阅读
2008年北京奥运会前夕,刘翔被国人寄予了无限期望,他的广告代言单价也达到1500万元的顶峰。恰逢其时,2008年也是中国品牌利用本土举办奥运的优势,纷纷加入奥运营销大军,各本土品牌以各种形式出现在赛场上,体育明星代言也空前繁荣。那一年,随着飞人的临阵退赛,国内众多品牌随之应声倒地,广告商市场损失高达30亿元人民币,而其中不乏国内大品牌。随后4年来,刘翔的代言广告已经在减少,单价
On the eve of the 2008 Beijing Olympic Games, Liu Xiang was placed by the Chinese people with unlimited expectations, and his advertising endorsement unit price has reached 15 million yuan peak. At the same time, in 2008, Chinese brands also took advantage of the advantages of hosting the Olympic Games in their own land. They all joined the Olympic marketing army one after another. All local brands appeared in various forms on the arena, and sports celebrity endorsements were also unprecedented prosperity. That year, with the defeat of the trapeze players, many domestic brands then fell to the ground, the advertiser market losses of up to 3 billion yuan, of which there are many domestic brands. The following four years, Liu Xiang’s endorsement ads have been reduced, unit price