A Comparative Study On Integrated Marketing Communication Of Sports Brands

The theory of integrated marketing communication(imc)is a kind of operational theory with strong actual combat.It emerged in the United States where the commodity economy is highly developed.With the irresistible trend of economic globalization,the influence of integrated marketing communication(imc)in China is also gradually increasing.Sports brands also began to use integrated marketing communication to help enterprises improve marketing communication efficiency and expand the scope of marketing communication.The purpose of this paper is to analyze the integrated marketing communication behavior of sports brands in China through the literature analysis method.Li ning and Nike,two famous sports brands,are taken as comparative analysis objects to analyze their advantages and disadvantages and differences.This paper constructs the sports brand integrated marketing communications analysis framework,the framework mainly from user information digital influence on integrated marketing communications,corporate image design,graphic video advertising,social network marketing communication,commercial sponsorship to now five levels of sports brand in China's model of integrated marketing communications is analyzed;Through the actual integrated marketing communication programs of li ning and Nike,the paper analyzes the differences of different sports brands in the combination of integrated marketing communication media and content operation.This paper analyzes the influence of big data on integrated marketing communication from three aspects: the catering of advertising creativity to the audience in the process of marketing communication,the accuracy of communication effect and the instant feedback of communication effect.By comparing the big data marketing communication history of Nike and li ning,this paper analyzes how sports brands with different positioning use their own advantages to build a big data user database and serve their own integrated marketing program.This paper analyzes the difference of corporate mission between Nike and li ning from the perspective ofcorporate concept identification system,and analyzes the difference of logo,standard color,product packaging and store design style between li ning and Nike through visual identification system,and analyzes the reasons for different sports brands to adopt different strategies in corporate identification system.Through the analysis of print advertising and video advertising to understand the different emphasis of functional narrative and narrative in the integrated marketing communication of different sports brands,li ning and Nike in the comparative analysis of advertising to understand the difference between functional advertising focus on sports brands and advertising story focus on sports brands.This paper analyzes the influence of marketing communication means of different social channels on users through the social network marketing communication behaviors of sports brands,and analyzes the difference of social network marketing communication strategies of different sports brands through the difference of WeChat and weibo marketing communication between li ning and Nike.By analyzing the different commercial sponsorship of li ning and Nike,this paper summarizes the differences between the overall sponsorship of sports brands with different positioning and the sponsorship of sports stars.It is found in this paper that sports brands can help integrate marketing communication with big data of user information to quantify the effect of marketing communication,and at the same time,assist enterprises to get more timely user feedback and adjust the integrated marketing communication plan.Big data of user information is the basis for efficient integrated marketing communication of sports brands.Sports brand enterprise identification system and determines the contents of the advertisements for the overall impression of the enterprise,consumer in different marketing communication channels of the integrated marketing communications show enterprise identification system and advertising can help sports arouse consumers for the product brand impression and promote the achievement of consumer behavior,enterprise identification system and the contents of advertisements is the content of the sports brand integrated marketing communication elements.Online marketing communication of social media and offline marketing communication of commercial sponsorship are the two most important channels of modern integrated marketingcommunication.Interaction,feedback and precision marketing with the audience in the process of online and offline marketing communication are the framework supporting integrated marketing communication.For sports brands,the excellent integrated marketing communication mode is to enrich the enterprise identification system and advertising content based on big data,and conduct marketing communication through online social media and offline commercial sponsorship activities.