Research On Brand Communication Strategy Of Beijing ShouGang Basketball Club

China Basketball Association has been held for 25 years.In 2016,he CBA LEAGUE(BEIJING)SPORTS CO.,LTD.was officially established.With the continuous advancement of the professionalization process of the league,the competitive level of the League and the value of the league have been greatly promoted.As an important part of marketing promotion to the clubs,the brand communication of clubs will help the club expand its market share of Beijing basketball fans and play a significant role in boosting the brand value of Beijing Shougang Basketball Club.Beijing Shougang Basketball Club is one of the first basketball team to take part in CBA Leaguehas,it profound historical background,and owned excellent standings,with the vast fan market in Beijing.In 2016,Shougang Sports Group put forward the strategic transformation goals of "marketization,professionalization,and internationalization".Brand communication is a part of brand building.The key link is also a topic worthy of in-depth study by the club.At present,brand building of Beijing Shougang is still in primary stage,and the strategy of brand communication has not yet formed a integrated system.Therefore,the object of the research is the brand communication strategy of Beijing Shougang Basketball Club,and the research uses the method of literature data,expert interviews,and questionnaires to implement the brand communication process of Beijing Shougang Basketball Club form 2016 to 2020 from the perspective of communication.The research analyzes its advantages and shortcomings,and puts forward specific suggestions based on the shortcomings,so as to make a recommendation to Beijing Shougang Basketball Club brand communication strategy in the future.The conclusions of this study are as follows:(1)The brand communication strategy of Beijing Shougang Basketball Club fully integrates the brand communication domains and channels.The brand communication channel uses the combination of traditional media and new media to cover all media such as traditional TV media,print media,Internet platforms and new media.The three-dimensional platform divides the communication channels into mass communication,focus communication and group communication according to the breadth of the brand audience group,and carries out targeted brand content placement according to the characteristics of different groups;in the field of brand communication,the club is in the field of advertising,public relations,All sales and services are involved.(2)The group of fans in Beijing Shougang Basketball Club present the following characteristics:the club’s brand audience is mainly composed of married men aged 26 to 50 and unmarried women aged 18 to 25;in addition to age,gender and marital status,In terms of educational background and occupational distribution,the club’s brand audience group presents the characteristic attributes of high educational background,stable job,and upper middle economic level.(3)At present,the advantages of Beijing Shougang Basketball Club’s brand communication strategy include:the club’s profound cultural heritage and the close integration of brand communication and cultural concepts;the club actively builds brand public relations and improves its brand image;the club’s innovative brand communication channel applications,Broaden the range of brand audiences;the club integrates online and offline communication channels to enhance brand adhesion.(4)At present,clubs have the following shortcomings in brand communication strategies:the main body of brand communication is not clearly expressed,which is prone to conceptual confusion;the club representatives are not prominent,which is not conducive to the shaping of brand visual image;the brand communication content is single and lacks diversified presentation forms;The utilization rate of some brand communication channels is low,and the media platform has not been fully developed.In response to the current problems in the brand communication strategy of Beijing Shougang Basketball Club,this research puts forward the following suggestions:perfect the construction of the club brand content system,clarify the main body of brand communication;enrich the presentation of brand content,improve the efficiency of media platform utilization;establish fan information collection and fans...