The Research On Brand Promotion And Spread Of The National Football League In China's Market

With the rapid development of the globalization of the sports industry,many professional sports league organizations at home and abroad have competed to expand the market in China in recent years.In the fierce competition environment,as the comprehensive carrier of differentiation of products,culture and symbols,the brand value of sports events is highlighted.The National Football League(NFL),the most commercially valuable sports league brand in the United States,has not achieved satisfactory results in brand promotion in the past 30 years when it opened up the Chinese market.This paper selects the National Football League(NFL)as the research object,analyzes the problems and causes of its brand communication and promotion activities in China,and makes a scientific assessment of its dissemination effect.Based on this,it is combined with the actual situation of the development of China's sports industry.Constructive advice.This paper quotes theories of brand communication,integrated marketing communication,and public relations communication,combines literature,case analysis,and SWOT analysis,and conducts a questionnaire survey on the basis of a comprehensive survey of NFL promotion cases in China.This paper first reviews the development history,which were based on a large amount of literature data of the NFL in the United States,selects the Lasswell's paradigm in communication science as the main theoretical support,and summarizes the main body,objects,channels,and contents of NFL brand promotion communication activities in China.Summarized and based on the actual situation data reflected from the questionnaire survey,using Giep Franzen's effect group interaction model to construct a communication effect evaluation system,from “brand awareness”,“brand positioning to association”,“brand evaluation and attitude”,“Brand Action and Brand Experience” and “Brand Information Channel”made assessments on the effectiveness of NFL brand promotion in China.Through comprehensive analysis of literature data and survey data,it is found that the NFL currently has a stable group of fans in China,but due to the fault spread of the concept of the brand,the contact audience's emotional cognition caused by the low popularity of race rules The status quo of deviations has caused the number and nature of fan groups to become solid and unable to spread and detonate.This has hindered the NFL's process of Chinese characteristics.The survey shows that the promotion of NFL in China has problems such as lack of popularization of competition rules,obstruction of competition system,uneven quality of content,poor brand identity,single property of information carrier,and blocked channels.In conjunction with the SWOT analysis of the feasibility of NFL's promotion of communication activities in China,it is proposed to strengthen the brand concept publicity,deepen the brand image,strengthen the popularization of competition rules,target accurate advertisements for sports crowds,and link China's domestic football games with other NFL alliances to develop the Chinese market.This article analyzes and discusses from the above aspects,with a view to providing reference,which for the development of NFL brand promotion in China.