361 ° To The Network As A Platform For Brand Communication Research

With the rapid economic development of our society, a healthylifestyle is becoming the people’s pursuit and longing. Sports status has becomeincreasingly prominent in everyday life, a means of communication that cantranscend borders and races worldwide. A large number of market demand excellentopportunity to usher in rapid development of many emerging sports enterprises andconsumers in product selection also more and more attention to the brand factors, notjust the brand to bring consumers the unique interests of their own brand while alsoincludes consumer brands represent and communicate the values and experience ofthe corporate culture and identity.The rise of the Chinese sports brand and fierce market competition, the brandcommunication difficulty is getting bigger and bigger, while the network isbecoming the important medium of communication activities, its novel mode oftransmission, propagation effects have been far better than traditional media. Torapidly increase the exposure and visibility of the brand, simply do some webadvertising and interactive activities has been difficult to shape outstanding brandimage. Most sports brand in China to create a short time, can not invest in brandcommunication par and international brands, how to use limited funds to completethe best brand communication, the problems faced by many sports brands. Thisarticle by361°from the2010Asian Games in Guangzhou to Shenzhen Universiadein2011after a period of time within the network as a platform for brandcommunication activities, trying to explore the solution to the problem.361°network brand communication time and analysis from the perspective of eventsponsorship, brand concept and spokesperson of the characteristics of the use of thenetwork to be fully demonstrated, brand communication network as a platform,361 °of the major events of the sponsorship and line interactive or combine virtualnetwork activities and line of Volkswagen person involved in the co-ordination, sothat in the hands of network events and other advantages of resources and sportsnews combined dissemination to maximize role, establish a good brand image,ultimately achieve the purpose of promoting product sales.Network of361°brand communication activities showed many shortcomings,such as the lack of dissemination as the core product video the advertising appealssingle and web advertising the location of the lack of change and other issues. Bysummarizing these practices and analysis, and be able to brand communicationnetwork for sports brand in China provide a reference. Strengthen the networktransmission and interactive online advertising to achieve the interaction betweentrue in the audience; based on the local to the international spread; systematicdissemination to maintain brand image; integrate microblogging networkexperiential marketing media resources to enhance the brand image.