Research On Sports Brand Communication Of Hengda In The Whole Media Environment

In the competition of globalization tide, the simple material life has been unable to meet the needs of modern people, spiritual appearance become higher pursuit of people. For enterprises, the coat represents the kind of corporate culture, is the expression of the enterprise spirit of the. "Brand" of the building, is the external manifestation of an enterprise culture essence, is the enterprise the most favorable potential audiences in the weapon. Therefore, study on "brand communication" is becoming a research hotspot.Taking communication as the main theoretical foundation, based on the whole of the media for the environment, in order to Evergrande sports brand: Evergrande soccer, Evergrande volleyball, Evergrande sports brand extension Evergrande ice spring as an example, the propagation stage study Evergrande sports brand in the whole media environment. By understanding the development stage of Evergrande sports brand, analysis of the establishment, Evergrande sports brand growth, the formation of the value and brand extension after the crossover development, core interpretation of Evergrande sports brand development.This paper consists of five parts. The first part introduces the research background, ideas and methods; the second part, it is the core concepts involved in this study were defined; the third part is the key part of this article. In the dissemination of the "diffusion of innovation" as the theoretical basis, the four elements is introduced first, innovation diffusion, respectively, the diffusion related factors and innovation Evergrande sports brand in the corresponding. The development process through the diffusion of innovations, introduced first, Evergrande aware of the need to strengthen the brand effect through sports; then Heng Da through the establishment of Evergrande women’s volleyball team, Evergrande football club, and invited Lang Ping, Lippi, hole card and other world famous sports personalities join Evergrande, constant big manufacturing a series of news topics and events and Evergrande achievement; ice Chuen, borrowing strength out of the water in the Evergrande AFC Champions League nights. Finally, using the diffusion of innovation "S curve" explain Evergrande sports brand diffusion.This fourth part of the interpretation of the Evergrande sports brand communication channels, are interpreted from the event dissemination of public relations and advertising communication angle. The propagation of the event, to join Lang Ping, Lippi, hole card, making the communication topic into a series of Evergrande, let Evergrande sports brand to achieve commercial; PR, through participation in public welfare and the way the news spread of the sponsorship, influence character by environment, Evergrande will transfer their brand spirit to the society, has the good communication effect; finally, through advertising, the use of celebrity effect and competition effect, Evergrande borrowing strength will own brand effective shaping, realize win-win. Finally, the fifth part, conclusion and suggestion. Based on the stage characteristics to summarize Evergrande a brand development, cross-border expansion because of its speed, wide range of features, the author also put forward their own proposals for the future development of stability become Evergrande, Evergrande future should keep the attitude.In a word, through several stages of the Evergrande sports on sports industry, we can understand, Evergrande sports brand is not copy brand, is the sports cross-border real estate enterprises outshine. From real estate to sports to rival ice Chuen, grain and oil, milk powder, cosmetic and power industry, the span of large, out of range is too wide, and provides a new path for the development of brand building, and this is also the biggest value.