Managing Intangible Assets of Sports Celebrities in China

Xin-ping Zhang, Rui-hua Shang and Xiao-yu Zhang ()
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Xin-ping Zhang: SUN YAT-SEN University
Rui-hua Shang: SUN YAT-SEN University
Xiao-yu Zhang: SUN YAT-SEN University

A chapter in Proceedings of 20th International Conference on Industrial Engineering and Engineering Management, 2013, pp 845-855 from Springer

Abstract: Abstract In China, generous governmental funding of elite sport development has contributed to the Chinese sport industry rapid growth. With increasing numbers of sports activities and mass media broadcasting, famous professional athletes are more popular than ever. Despite the dramatic developments in sports industry and the sports celebrities, the topic of management of intangible assets of sports celebrities, especially commercial development of the intangible assets in China has received insufficient academic research attention. The research in this paper aims to analyze the characteristics and meaning of commercial development of intangible assets, based on the definition of the star athletes, combining the contents of intangible assets, and finally some reasonable development strategy provided for the administrative sectors, sports agent and sports celebrities.

Keywords: China; Intangible assets; Managing; Sports celebrities (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1007/978-3-642-40072-8_84

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