Research On Strategies Of Local Sports Brands To Tell Chinese Stories Well

General Secretary Xi Jinping has proposed that "telling a good Chinese story and a good story of Chinese modernisation" is an important part of building a Chinese narrative system.With the development of China’s economy,the development pattern of local sports brands is undergoing a radical change.Apart from the great potential in brand promotion and brand positioning,local sports brands are consciously taking up the important mission of enhancing national cultural confidence and telling the Chinese story.This article conveys the brand voice of local sports brands through storytelling,with a view to establishing an emotional connection between the brand and its audience.Telling the Chinese story well includes both internal and external communication.A brand story has to win the hearts and minds of the people externally as well as gain a high level of recognition internally.The narrative of local sports brands is mostly based on the spread of "Chinese symbols" and "Chinese elements",so the first step to telling a good China story is to build on the strength and innovation of local sports brands and to better integrate them with telling a good China story in external communications.The article is divided into three parts.The first part of the paper proposes the construction of local sports brand narratives with cultural confidence as the core,introduces the relevant theoretical concepts,and discusses the evolution of local sports brands in the process of telling the Chinese story and the value of the times separately;the second part is the research and analysis part of the paper,which divides the narrative strategy of telling the Chinese story into two aspects: content narrative and discourse narrative.The second part is the research and analysis part of the article.The second part of the article is a research and analysis section,in which the narrative strategy for telling the Chinese story is divided into two main areas: content narrative and discourse narrative.The data on the communication effect is analysed for reliability and validity with the help of SPSS software,and the communication effect is analysed.In the third part,after the analysis of the communication effect of local sports brands,the problems of local sports brands at home and abroad in telling the Chinese story are summarised and the relevant improvement paths are proposed.