Research On Anta New Media Marketing Strategy For 2022 Winter Olympics

The development of internet information technology has enriched the channels of information dissemination,while also influencing consumer behavior and habits.In the era of new media,consumers express their desires more strongly,actively searching and sharing information,and seeking opportunities for emotional communication with other consumers.In this environment,companies are increasingly valuing building relationships with consumers,and consumers are increasingly pursuing upgrading their consumer experience.Therefore,using new media for marketing activities is an inevitable choice for enterprises to adapt to the consumption mode of the new era.The 2022 Winter Olympics is a large-scale international sports event hosted by China,with high national attention.As an official partner of the Winter Olympics,Anta took the opportunity of the Beijing Winter Olympics to showcase its brand style on various new media platforms both domestically and internationally.The marketing behavior and logic behind it are worth exploring in depth.Firstly,this article takes Anta as the research object,using the literature method to collect relevant information about "new media","sports sponsorship","Olympic marketing","new media marketing",and other relevant materials at home and abroad,to determine the concept of the above keywords.Based on event marketing theory,and IMC integrated marketing communication theory,this paper uses case analysis to analyze new media marketing strategies in different channels during the preparation period,competition period and later stage of the Beijing Winter Olympics.Research has found that Anta’s new media marketing strategies for the Winter Olympics are diverse,mainly including integrated marketing,e-commerce marketing,fission marketing and interactive marketing.There are different new media marketing logic behind different strategies.Secondly,this article uses a questionnaire survey to investigate the brand awareness and brand image achieved by Anta 2022 Winter Olympics new media marketing.The questionnaire survey results show that Anta 2022 Winter Olympics new media marketing has a significant effect on improving brand awareness and brand image,with 76.39% of respondents believing that "the content released by Anta’s new media platform has improved their impression of Anta.".At the same time,the article also found the following shortcomings in Anta’s new media marketing activities during the 2022 Winter Olympics:(1)Fragmentation of content marketing stories;(2)Interactive marketing has not yet been deepened;(3)Sponsorship marketing lacks continuity.Finally,in view of the problems and shortcomings in the new media marketing strategy for the Anta 2022 Winter Olympics,this article proposes the following optimization suggestions from the perspective of enterprises:(1)Grasp the characteristics of media and integrate marketing resources;(2)Interpret the international environment and expanding overseas markets;(3)Absorb customer suggestions and meet customer needs;(4)Increase action experience and focus on emotional communication;(5)Beware of implicit marketing and safeguard their own rights and interests.