Research On Brand Communication Ability Assessment And Communication Optimization Strategy Of E-Sports Events

On November 18,2003,E-sport became the ninety-ninth formal sport event in China.As a result of the rapid development in the past 15 years,the market scale of E-sport events has reached 1.06 billion yuan in 2018.Because of the increasing number of E-sport events and the continuous improvement and growth of mainstream E-sport events,E-sport events can even compete with,in some cases,traditional sports events.But looking at the literature of the electronic sports industry,the research mainly focuses on the analysis and report of the electronic sports industry.There is almost no research on the brand communication of the electronic sports events.I argue that the brand of the electronic sports events,like the traditional sports events,needs systematic theoretical research so as to establish and disseminate the brand better,even though the electronic sports events are newly born.The particularity of their media involvement requires more systematic theoretical research than the traditional sports brand,so as to improve and develop the brand of E-sports.On this basis,this study first analyzed the brand communication system and affecting factors of E-sports events by using the theory of "5w communication mode".The disseminators,contents,channels,audiences and effects of E-sports brand are analyzed.It is concluded that the event itself,the operation of the event,promotionchannels,audiences and communication effects have a corresponding impact on the brand communication of e-sports.At the same time,in order to better quantify the data,this paper collects five types of data from event popularity,information index,media index,audience satisfaction and Baidu index corresponding to the above five factors.It focues on the brand of E-sports events that are currently active in the world competition in 2018 and finally concludes with a ranking of 2018 Global E-Sports Competition Communication ability.After getting the ranking of brand communication ability of 2018 global e-sports events,this paper analyses the data and finds out the corresponding problems.In order to help more effectively disseminate the brand of E-sports events,I puts forward suggestions as follows: to strengthen the contact with the mainstream media,so as to make the event information multi-platform exposed;to pay attention to the first-party events,build the event IP;to increase the differentiation of the brand of E-sports events;to pay attention to the two-end event linkage,and to marry with other forms of entertainment;to increase the effect of five communication optimization strategies in cases of the star athletes' representatives.