Ts Sports Industry Group Brand Communication Strategy Research

After our country joined WTO, every field has strengthened communication and cooperation with other countries. As an important section of cultural industry, gymnastic industry has become one of the most remarkable thriving industries with its strong potential in china. With social progress and development, our cultural consumption as well as its requirement has pushed gymnastic industry into a new stage. Specifically, the diversification and modernization of cultural consumption has continuously enlarged and upgraded its contents and forms, which have provided solid economic foundation for our national gymnastic industry. Against this background a problem for every factory of gymnastic products to ponder is how to keep ahead of so many gymnastic brands. The increasingly fierce modern business war obliges companies to work hard on brands if they want to win a favorable strategic position. However, as for our national gymnastic industry, it is not easy for companies to effectively establish their brands at a low cost due to their various problems such as small scale, poor operation and management, imperfect running system, inadequate capital and low technical and innovating ability. In this sense, the theory of brand dissemination and popularization has become an effective way to solve the problem.The dissemination and popularization of brands aims at transmitting brand information to the brand beneficiary by following the intention of the brand holder, thus constructing the process of brand capital. It has become a powerful weapon used to improve companies'administrating quality and help them establish, maintain and develop a kind of harmonious, healthful as well as stable relationship among relevant beneficiaries. In addition, it can exalt their brand value and core competitive power.Based on the theoretical background of knowledge in subjects including mass communication, advertising principles, marketing study and public relations, guided by the theory of brand dissemination and popularization, the paper has studied problems encountered by companies of gymnastic products in their brand establishment by using research methodologies including combination of theoretical discussion and case analysis, combination of induction and deduction, literature analysis and comparison analysis. Specifically, the paper has studied methods that can be adopted by companies to establish their brand disseminating strategies and the means that can be followed by companies to realize their brand construction. It is hoped that the exploration concerning the application of brand disseminating and popularizing theory to the brand establishment in gymnastic companies can make more people familiar with our present situation of brand construction in gymnastic industries. The main purpose of the paper is to provide assistance for companies to improve their brand establishment in our information age.