The Branding Strategy Of China Basketball Association Under New Media Environment

During the 2008 Beijing Olympic Games period,CCTV international network and International Olympic Committee signed a contract to become the 2008 Beijing Olympic Games official mobile internet broadcast platform,this is the sports industry and the combination of new media development is an important milepost.Eight years later,in November 22,2016,FIBA(Beijing)Sports Co.Ltd.was founded in the capital,which means the basis in the sports industry and new media,domestic large sports league toward a solid step in business and brand.First,this paper expounds the relationship between media and CBA brand promotion.Defines the similarities and differences between the CBA League brand and general commercial brand,and the introduction of "attention marketing" and "the concept of experiential marketing" to further introduce the essence of CBA brand promotion under the background of new media,the relationship between media and sports events finally reach interaction and win-win.Subsequently,this paper introduces the status of the brand promotion of CBA events in the traditional media environment.The paper analyzes the market environment of CBA under the traditional media,the brand construction,and the communication strategy of CBA brand.Summed up the four problems of CBA brand promotion under the traditional media environment and audience: not to transfer the timeliness of information interaction,a good brand can not be guaranteed,without considering the location of rivals,lack of brand promotion of emotional appeal.In the following discussion,this paper explains the changes of CBA market environment and the main body of the audience in the new media era.It is divided into the changes of the internal and external environment of the CBA market,and the change of the audience as the main body of the market.Finally,this paper is closely related to the background of the new media and CBA brand promotion concept,based on the above analysis,at the same time there may be further combined with the new media and the brand promotion of the problems and deficiencies,given the specific strategy of CBA brand commercial promotion under the background of new media and the new media dissemination are extended may face that countermeasures:Specific strategies include:(1)to create more Chinese characteristics of brand personality;(2)to form a more complete and detailed public relations system;(3)to further strengthen and mobile Internet side of the combination and interaction.