Research On Sportsmen's Personal Brand Management

Athletes with outstanding performances have a certain appeal in entertainment market,commercial market and capital market,especially in good shape conditions.Sports stars with distinct personality can get more business opportunities and broader development space.For example,athletes' conscious personal brand management will play an important role in promoting their long-term development.Even after retirement,it can also rely on personal brand management to gain profits and develop the post-sports market.However,if the personal image is damaged,the public's good will declines and the crisis public relations are not in place,the athletes' own reputation will be affected,and the attention and brand value will be devalued accordingly.It can be said that a good personal brand is closely related to personal value.Therefore,based on the current research progress of personal brand management,combined with the special professional attributes of athletes,this study explores the path of personal brand management of athletes,which has a broad market demand in the current stage of the transformation of sports industry to professionalization,specialization and marketization.This paper adopts the method of literature,interview and case study,and takes branding,marketing and communication as the theoretical basis of the research,to define the concept of athletes' personal brand management,and to discuss the relevant and similar studies of domestic and foreign scholars,and to sort out the research progress of personal brand management.This study takes Wang Hongxiang,the 2006 national hero champion of Henan TV station “WULIN FENG” as a case study.Aiming at the problem of Wang Hongxiang's personal brand management,and referring to the theory of personalBrand management,this paper summarizes the universal methods for the construction and dissemination of athletes' personal brand,and draws the following conclusions:(1)Although Wang Hongxiang's personal brand management has made some achievements,it is more unconscious,and he does not know enough about personal brand management.At present,Wang Hongxiang is in the recession of personal brand.The dividend of media worship given by traditional media has disappeared.New media communication empowerment is urgently needed to improve the integrated marketing support of exposure and professional team.(2)In the management of athletes' personal brand,the individual brand positioning is in the basic position,and according to the athletes' situation,the individual brand positioning should be differentiated or dominant.Personal value orientation is the core.In determining the personal image presentation,we should fully refer to the characteristics of the sports events that the athletes belong to.Only the image presentation that conforms to the characteristics of the sports can help to occupy the user's mind and enhance the athletes' personal brand identification.(3)In the ecosystem of athletes' personal brand,the presentation of athletes' personal brand,especially their image,is very important.Participation in public welfare activities and charitable activities is the most direct way to enhance the individual brand value of athletes.(4)When determining the strategic system,athletes should establish two inner and outer circles of mutual management and mutual promotion.That is,the inner behavior circle based on personal brand value and the outer behavior circle based on commercial value.In the inner behavior circle,the value orientation of personal brand is the foundation,and the presentation of personal brand is the core.Under the circumstance that the external behavior circle has not been determined,we should ensure the fluency of the internal behavior circle and rely on the good internal behavior circle to promote the development of the external behavior circle.(5)In the selection of athletes' communication strategies,we should select the(6)Appropriate media communication matrix combination according to the characteristics of fans group,and determine the media communication strategy according to the social development trend.There is no need for full media coverage,and the matching of promotion channels and channel content is the key point.It is necessary to avoid the influence of improper endorsement or excessive exposure on the individual brand value of athletes.