Research On Brand Communication Strategy Of Basketball Event At Grassroots

Based on the introduction of favorable policies such as building a strong sports country,the development vitality of the sports industry is increasingly enhanced.As the core role of sports industry,sports events are concerned by multiple stakeholders.With the trend of national fitness,the sports event market presents the trend of generalization and sinking,and the sports events at grassroots keep emerging.Basketball has a good mass base and field advantage,attracts capital investment,and promotes the development of basketball events at grassroots in the direction of brand.However,there are deficiencies in the building,communication and value enhancement of basketball events at grassroots,which affect the sustainable development of such events.Brand communication strategy research focuses on the analysis of the promotion strategy of a specific game,and few explore the communication strategy from the perspective of brand value.The paper uses the method of literature,case analysis and interview,and takes ANTA Shock The Game Event as an example.It has been developed for six years and has been held in more than 150 cities.In 2022,it involves 80 cities.The heat of the final is the first in the hot list of Douyin,which is representative in terms of brand building,value building and communication.Based on the theoretical perspective of AIVSA mode,and the dimensions of information and content communication and brand value,this paper summarizes the brand communication strategy,shortcomings and improvement suggestions of this event,so as to provide reference for the future brand communication of basketball events at grassroots.By combing and studying the current situation,the concept,type and brand communication connotation of basketball events at grassroots are defined.It is believed that such games funded by social commercial companies are easy to produce brand effect.Shock The Game Event is a basketball event at grassroots founded by ANTA company.By outlining the branding of the event,it is believe that it has a good representative.The AIVSA mode was used for analysis,it is found that the event implements communication strategies from the dimensions of information and content communication and brand value.First,in order to accumulate attention resources and establish brand recognition,it adopts the strategy of brand endorsement,creating a unique visual identity system and using fan effect.Second,in order to promote interaction and realize information sharing of the event,it adopts the strategy of broadening consumption scene,building cross-border interaction,setting up topics easy to focus on and creating content that arouses emotion.Third,in order to construct value identification and realize the word-of-mouth sharing of the event,it adopts the communication strategy of integrating urban regional culture and embodying the value concept in the way of documentary.Fourthly,in order to realize the integration of the brand value of the event and guide the behavior of value co-creation,it provides conditions to meet the interests of consumers.The problems of the brand communication strategy of ANTA Shock The Game Event reflect the current situation of the communication of basketball events at grassroots,including brand building affects audience experience,and competition mechanism design needs to be improved;there are defects in the deployment of live broadcasting,and the planning ability of the operation of the broadcast content needs to be improved;the communication channel is too biased towards the new media platform,and the integrated communication of information lacks strength;the development of derivative services is insufficient,leading to insufficient brand value mining of the event.In view of the current communication situation,communication strategies need to be improved accordingly.It should improve the mechanism design of the event,enhance the comprehensiveness of the event brand construction,and lay a good foundation for brand communication;it should accelerate the improvement of the communication content operation chain,enhance the professionalism of operational planning capabilities,and optimize the event live streaming technology;it should expand the communication channels of the event,strengthen the continuous communication of information integration,and improve the universality and convenience of the event information reach;it should innovate the development of derivative services to enhance the overall value of the event brand.In order to maintain the vitality of long-term survival,the brand of basketball events at grassroots should not only improve the information and content communication strategy,but also build and spread multi-dimensional brand value.By attracting consumers to have value identification or resonance and guiding the creation of value co-creation,so as to encourage the public to integrate the physical exercise behavior into the daily behavior,and even transform the positive sportsmanship into the universal value of society.