| "Youth is strong,China is strong",Youth basketball is an important part of the development of basketball in China.Since the launch of China's Mini-Basketball League in 2017,the Mini-Basketball League has been carried out rapidly and recognized nationwide,and the League brand has been increasingly concerned.As an important part of the League development,the brand of Mini-Basketball League plays an important role in guiding the development of Mini-Basketball League,and enhances the influence of Mini-Basketball League in society.Based on the analysis of the current situation of the brand communication of the regional games,this study optimizes the brand communication path of the regional games on the basis of the brand development,attracts the wider attention of the society,promotes the Mini-basketball to enter the campus,promotes the improvement of the key abilities of the youth,and improves the personality;and selects the elite basketball talents through the regional games,builds the talent foundation,and improves the popularity and recognition of the regional games For theoretical guidance,help the development of Mini-Basketball League.This paper takes the brand communication path of China Mini-Basketball League(big area game)as the research object.Through the methods of literature,questionnaire,expert interview,mathematical statistics,logical analysis and field investigation,this paper mainly focuses on the current situation of brand communication in China's Mini-Basketball League,summarizes the components and achievements of brand communication elements,operation organizations and strategies,summarizes the problems in the process of brand communication,and points out the existing problems Analysis,summed up the regional game brand communication optimization path.The main conclusions are as follows:1 In response to the national fitness policy,the development scale of Mini-basketball regional Games has expanded rapidly.The League brand not only plays the role of educating people,but also shows the core connotation of the league and the indomitable and hard-working sports spirit conveyed,which has a positive guiding role in the development of China's Mini-basketball League.2 The brand of Mini-basketball big area game mainly consists of threeparts: brand image,brand concept and brand personalized design.At present,the brand communication system of Mini-basketball regional games is in the primary stage.There is a relatively mature system in terms of vision,with core logo,theme slogan "big dream of Mini-basketball".There are many brand vision in the game,but there are also some problems to be solved: for example,the integration of schools is not enough,the matching of funds in different regions is not uniform,the distribution of basic resources is not uniform,and the regional competition organization is not uniform The main purpose is to make profits,not pay attention to the systematic spread of the League brand,lack of professional talents,and low brand recognition.3 The development path of Mini-basketball regional games is mainly optimized from three aspects: policy,culture and society.The policy path includes building a perfect brand organization and Management Department of the Mini-Basketball League,promoting the Mini-basketball into the campus,combining with the actual experience of foreign countries,learning from each other,establishing the League brand talent promotion system,improving the professional level of the Mini-basketball teachers and coaches;the cultural path includes improving the brand culture system of the big regional games,promoting the theme culture of the big regional games;the social path includes integrating Cooperate with the media to expand the publicity channels,participate in the formation of linkage,and accurately position and adhere to the mainstream.4 By integrating the questionnaire and expert interview data of the influencing factors of the brand communication path of China Mini-Basketball League(big area game),this paper gives full affirmation to the brand communication achievements of Mini-Basketball League,clarifies the many problems faced in the process of brand communication and analyzes the reasons,and sums up the optimized path of brand communication of various Mini-Basketball League,including policy,culture and social path It is expected to provide a reference for the brand development of China Mini-Basketball League. |
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