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体育明星IP商业化开发的问题与对策研究

Research on the Problems and Countermeasures of Commercial Development of Sports Stars’ IP

Leisure Sports and Health / 2025,5(2): 26-29 / 2025-10-31 3 0

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• Authors: 蔡明
• Information:

  湖北大学体育学院，武汉

• Keywords:
  Sports stars; IP commercialization; Problems and solutions
  体育明星; IP商业化; 问题与对策
• Abstract: Under the favorable circumstances of the booming sports industry, sports stars, as the key link connecting competitive sports and mass consumption, are experiencing unprecedented in-depth exploration of their commercial value. However, in the commercial development of sports star IPs, there are still problems such as insufficient professional talent teams, ambiguous brand image, single development model, and lack of legal protection. In response to these issues, this study proposes countermeasures such as strengthening the construction of professional talent teams, clarifying brand image, innovating commercial development models, and improving legal protection, in order to achieve mutual benefit and win-win results between sports stars and commercial brands, and promote the sports industry to develop in a high-quality direction. 在体育产业蓬勃发展的大环境下，体育明星作为连接竞技体育与大众消费的核心纽带，其商业价值正经历前所未有的深度挖掘。然而，在体育明星IP的商业化开发中，仍存在专业人才资源短缺、品牌形象模糊、开发模式单一、法律保障缺失等问题。针对这些问题，本研究提出加强专业人才团队建设、明确品牌形象、创新商业开发模式、完善法律保障等对策，以期实现体育明星与商业品牌的互利共赢，促进体育产业朝着高质量方向发展。
• DOI: https://doi.org/10.35534/lsh.0502005 (registering DOI)
• Cite: 蔡明．体育明星IP 商业化开发的问题与对策研究［J］．休闲运动与健康，2025，5（2）：26-29．