內(nèi)容摘要：
現(xiàn)代社會(huì)情形下，企業(yè)競(jìng)爭(zhēng)壓力逐漸增大，企業(yè)會(huì)選擇各種營(yíng)銷(xiāo)和宣傳手段來(lái)促進(jìn)產(chǎn)品的銷(xiāo)量和企業(yè)的知名度。廣告顯而易見(jiàn)的就成了他們理想的選擇，而策略廣告在廣告的整體運(yùn)作中占有極其重要的地位。名人代言廣告策略就是策略廣告中表現(xiàn)性策略廣告的一種，在策略廣告中具有天然的優(yōu)勢(shì)。名人代言廣告策略，用名人作為廣告代言人，借助名人在消費(fèi)者心目中的知名度和影響力，借助廣大受眾對(duì)名人的信任、偏愛(ài)和崇拜等心態(tài)，來(lái)宣傳產(chǎn)品，以此來(lái)收到良好的廣告效果。產(chǎn)品可以迅速提高知名度，擴(kuò)大品牌的影響力，提高產(chǎn)品的銷(xiāo)量。隨著我國(guó)市場(chǎng)經(jīng)濟(jì)的迅速發(fā)展，企業(yè)間競(jìng)爭(zhēng)的加劇，名人代言廣告越來(lái)越普遍。短短二十來(lái)年，已占據(jù)廣告市場(chǎng)的一半以上。在體育品牌中，名人代言廣告策略也更顯一般，是一些品牌迅速的走在了行業(yè)的前沿。然而，這樣背后卻也隱藏著危機(jī)。本文通過(guò)對(duì)李寧品牌名人代言廣告的歷史、現(xiàn)狀及前景進(jìn)行了分析，來(lái)看中國(guó)體育品牌存在的問(wèn)題，并提出了具體的解決辦法。
關(guān)鍵詞：名人代言廣告、體育品牌、名人、廣告主題、李寧品牌


Content abstract:
Modern social circumstances, enterprise competitive pressure increase gradually, the enterprise can select different marketing and publicity means to promote the product sales and enterprise's popularity. Advertising obvious became them ideal choice, and the overall advertising in advertising strategy during the operation of the utmost importance. Celebrity speak advertising strategy is strategy performance strategies of advertising, advertising in strategy has natural advantage advertising. Celebrity speak advertising strategy, with celebrity, with the help of celebrity advertising spokesperson in consumer idea of the fame and influence of celebrity, with the help of a wide audience of trust, preferences and worship, the mentality, to publicize products, in order to receive the good advertising effectiveness. Products can be quickly to raise awareness, expand brand influence, improve product sales. With the rapid development of market economy in China, between enterprise competition intensifies, celebrity speak ads more and more common. Within 20 years, already occupied more than half of the advertising market. In sports brand, celebrity speak advertising strategy is also more show general, is some brand quickly to leave in the forefront of the industry. However, such hidden behind but also of crisis. This article through to li ning brand celebrity speak ads on the history, current situation and future is analyzed, and come to China sports brand existing problems, and puts forward specific solutions.
Keywords:Celebrity speak ads、Sports brand、celebrity、Advertising theme、Li ning