Research On CUBA Brand Promotion In The Context Of Media Convergence

Since its inception in 1996,CUBA has developed into the most influential college student sports events and much attention to college sports brand.However,along the way,ups and downs 20 years,and now the development of CUBA bottlenecks facing constraints,the status quo and its initial communicator's ideal has a great distance.In addition to the system,selection,level and other factors,CUBA brand promotion concept and strategy is a key factor restricting its development.With the extensive use of digital technology and the rapid development of network communication,"media integration" has become the inevitable trend of media development,brand promotion in which the media environment there have been some compelling new changes and new trends to the Internet as the representative of the information technology is to CUBA spread to bring a new revolution.It is in this context,put forward the media integration perspective CUBA brand promotion research.Based on the theory of media fusion,this paper explores the status quo,influence and problems of CUBA brand promotion in the field of media fusion,and uses the literature data method,comparative research method,and so on.Based on the theory of CUBA brand promotion,Logical induction,interdisciplinary research and questionnaire survey,combined with the theory of communication,brand communication,marketing,media management theory to CUBA brand promotion to be analyzed and discussed.The research framework is based on the development process of CUBA.Through the investigation and current situation analysis,the author analyzes the influence of CUBA brand promotion on the theory and logic of CUBA brand promotion and its related factors: the image of college is brought back Of the promotion,for the campus after school cultural life also has no small role in the promotion process of new media intervention for the promotion of the league also had an impact.At the same time in the process of promotion of the problems made a superficial analysis,the specific media construction is not perfect,the media portfolio is unreasonable,the lack of quantifiable standards and the development of the market there are still some problems.In the analysis of the CUBA brand communication in the current media convergence,the PEST macro environment analysis is used to analyze the promotion of CUBA brand from four main aspects of policy,economy,society and technology.Then,from the perspective of the league's own micro-level analysis to find out the advantages of CUBA brand promotion,weaknesses,opportunities and threats of four factors,to explore the core competitiveness of CUBA lies.In the analysis of CUBA brand communication in the field of media fusion,the stage of CUBA media promotion is analyzed,and then the horizontal promotion of CUBA is analyzed.Finally,the CUBA brand promotion method is analyzed synthetically.After the layers of in-depth analysis and exploration,from the league's brand strategy,target audience strategy,promotion strategy point of view CUBA to build brand promotion strategy.