Research On Brand Communication Strategy Of Guangzhou R&F Football Club

Brand communication strategy is the core strategy of an enterprise.Only by establishing a brand can an enterprise establish a clear positioning and ensure its competitive advantage in the market.The professional football club relying on the development of the market must also follow this principle.Guangzhou R&F Football Club,with the concept of "Think Rich,Create New High",through continuous investment and efforts,has achieved good results,and established a certain reputation as a brand image.Therefore,from the perspective of brand communication strategy,this paper uses three research methods: literature review,expert interview and field investigation to systematically study and discuss the brand communication strategy of Guangzhou Fuli football club,find out the brand communication method of the club and provide targeted strategy suggestions.First of all,this paper introduces the research background,research purposes,significance,research methods and basic framework,summarizes the related literature at home and abroad,discusses the research on brand communication at home and abroad,and the research on brand communication strategy of football clubs.Based on the brand communication innovation model,this paper constructs a brand communication model suitable for Guangzhou R&F Football Club,which is divided into information communication,cognition communication,experience communication and sharing communication.Based on the analysis of the four communication methods,this paper tries to find out the experience and insufficiency of Guangzhou R&F Football Club’s brand communication,so as to put forward some pertinent suggestions.