The Research On The Development Of Chinese Sports Stars' Commercial Value

It is an overwhelming trend that sports stars have gradually become the focus in the sports arena,the target of concern among the public and the “business darling”.As the development of sports industry has been vigorously and strongly advocated in China over past few years,the commercial atmosphere is turning denser in sports field and the connections between sports stars and business is getting closer.Nevertheless,many Chinese sports stars get themselves in trouble repeatedly and frequently due to business value,which leads to many adverse comments and aroused heated discussions in the society.According to the status quo,we figure out that if the main contradiction can't be handled efficiently,the sustainable development of sports in China will confront with a series of managing crises,even cause adverse effects on the healthy progress of sports industry in China.Based on the the Labor Value Theory and institutional change theory,we adopted a series of technical approaches,such as documentary analysis,comparative analysis,mathematical statistics and comprehensive analysis.As a result,we effectively implemented this study program and comprehensively analyzed the business value,the domestic developing conditions of sports stars as well as the main existing problems.Meanwhile,a number of possibly feasible solutions to existing problems are put forward.Conclusions of this study can be reached as follow:(1)The shape of the business value of sports stars roots in several theories.For one,the core value is the labor in the sports arena and labor reproduced by the intangible assets;for another,the labor in the sports arena is the fundamentally premise to achieve the reproduction of labor via intangible assets.What's more,sports training and spiritual value regeneration play vital roles in enhancing commercial value of sports stars.(2)Though the agent teams of sports associations and brokers to popularize business value of sports stars have become a dominantly accepted model in China,problems also exist in the sports market.Make advantage of the sports leagues and broker teams,the commercial value of sports stars who owns personal charisma and powerful influence will be upgraded to a higher level.(3)Problems of developing commercial values of sports stars are exposed severely: the ambiguity existed in the developments rights of intangible assets,the disputes caused about the distribution of commercial profits;false endorsement of sports stars,infringement of portrait right,disputes of business contracts;the moral misbehavior and the lack of social responsibility of sports stars.(4)There seems not a promising market of developing commercial values of sports stars in China.It is a result of the restrictions of sports associations that deputizes sports programs and the immature system of regulations and laws that relates to exploring market of commercial values of sports stars,as well as the little spiritual awareness of sports stars.(5)Effective measures should be taken to improve the situation.First,transform the model of cultivating sports talents and support the sports benefits community;Second,build up supervising system of brand endorsements,broaden the business of sports brokers,confirm the regulations about contract rights and interests;Third,practice the principle of “combination of sports and education” and build the “one base,three main points” evaluating system.