| NFL(National Football League)entered China for the first time in the 1980 s and established the official NFL China office in 2006,and then the new media direct broadcast platform(Tencent Sports)in 2017 will pay heavily for the exclusive rights to broadcast rights in mainland China Live event host.The NFL and its promotion of rugby in China have undergone many twists and turns.Today,NFL Finals-"Super Bowl" in China has taken root in the influence,and American football has also become the fastest growing sport in China.Based on the dissemination of the environment and social culture,the NFL has been significantly different from the previous European and American sports in China.In recent years,NFL promotion in a series of actions also shows that it is trying is a combination of high-end strategy with offline strategy.New media channels have provided great help to NFL online and offline promotion.As the material life of our residents is greatly enriched,Sports for all will no longer be merely a slogan.There is ample room for the popularization of sports and sports culture,but the related dissemination Strategy,but obviously lacking.This research deeply analyzes the communication strategy of NFL in China with a view to find ways to solve its own problems and provide reference for the popularization and development of Chinese sports and sports culture.The content of this paper is divided into four parts: The first part focuses on the composition and characteristics of the NFL and its sports culture.To study the history of NFL,a sports league that has flourished in the North American continent,to explore the many elements that contributed to its success and to analyze in depth the spirit of NFL represented by the NFL.The second part is to sort out and study the history and effect of NFL's communication in global and in China.By introducing the difficulties encountered in various stages of the NFL's entry into the Chinese market,it is necessary to design a more targeted strategy in China for NFL and its sports culture s reason.The third part focuses on the communication strategy of NFL in China.Focusing on the theory of journalism and communication,the strategy of NFL in China is put into practice and how NFL can analyze the concept of the most advanced sports with commercial promotion in China.Highlighting its bright spot online combined with offline promotion strategy.The fourth part,based on the analysis of the second and third parts,summarizes the experience of NFL and its sports culture in China,put forward its enlightenment on the professional sports and sports culture inour country. |
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