Research On The Commercial Brand Marketing Strategy Of "Wulin Feng" Column In The New Media Environment

Traditional martial arts is an important part of Chinese traditional martial arts culture,but in the development of social modernization,although people have a certain understanding of traditional martial arts,with the application and development of Internet media technology,traditional martial arts has not been shaped by Internet media.Good brand image,the commercial brand development of martial arts is relatively lagging behind,and people have even recently misunderstood the widespread nature of traditional martial arts.Some media and individuals that use traditional martial arts for commercial activities have become hot topics for many times,and even become targets of "counterfeiting".From these phenomena,it is revealed that the current martial arts commercial brand still needs to implement the insufficiency of the marketing strategy,and the scientific marketing brand strategy is also an important way to shape the martial arts commercial brand.This article uses the column "Wulin Feng" as a case study of traditional martial arts in commercial brand building.First,it introduces the research background and significance,reviews the current research status and results of domestic and foreign scholars on commercial brand marketing strategies and traditional martial arts marketing strategies,and elaborates the research.Methods and innovations.Secondly,it defines the commercial brands and marketing strategies involved in the research,and introduces the theoretical basis involved in the research,including product life cycle theory and 4P marketing theory.Furthermore,it analyzes the status quo of marketing strategies implemented by the "Wulin Style" column on commercial brands,and analyzes in-depth analysis of the "Wulin Style" column introduction,development history and brand marketing strategies.On this basis,a questionnaire survey was conducted on the audience perception of the "Wulin Wind" column in commercial brand marketing,and the problems in commercial brand marketing were summarized from the perspective of audience perception.Finally,analyze the reasons for the homogeneity of program content in the commercial brand marketing strategy of the current "Wulin Wind" column,insufficient program content attractiveness,negligence of narrow Internet media promotion channels,and untimely handling of online public opinion.It also proposes countermeasures for designing personalized products around the brand,investigating audience needs to plan program content,expanding publicity channels such as self-media,short videos and live broadcasts,and actively responding to online public opinion to optimize brand image.