Research On Brand Communication Strategy Of MOBA E-sports Based On Webcast Platform

In the era of pan-entertainment live broadcasting,the live broadcasting mode is favored by various industries.All walks of life can choose to combine with live broadcasting,making their own business model more novel and more attractive.E-sports as a high attention of entertainment,sports activities,with the development of industry,the continuous expansion of the size of the market and users,and achieved huge commercial value and brand value,e-sports industry has become an integral part of the national economy,e-sports culture has become a national culture and the puzzle plates.At present,most scholars focus on the current situation of the development of e-sports brands or the business logic behind the e-sports industry.However,the research on the communication strategy between online webcast platforms and e-sports brands lacks breakthrough results.Based on this background,the paper's topic selection is novel and in line with the trend of market development,which has certain theoretical value and commercial value.This paper selects league of legends as the representative of MOBA E-sports brands,and explores the communication strategies of MOBA E-sports brands in the field of network broadcast platforms by means of literature analysis,case analysis and comparative research.The innovation points of this paper are as follows: firstly,the brand communication of MOBA E-sports is placed in the field of webcast platform for in-depth research,which makes up the deficiency of the research on e-sports brand communication strategy in the academic circle.Second,based on the 4I theoretical model and combined with the four dimensions of interest,interaction,individual and interests in network marketing communication,the paper investigates the communication strategies of MOBA E-sports brands in the field of network broadcast platform,which is of great significance to the development of e-sports brand communication and network broadcast platform.The paper cites the latest industry report published by the authoritative data platform such as iResearch and Small Gourd to provide data support,which is more authoritative and up-to-date in reference value.In terms of research findings,put forward the e-sports MOBA class brand in the spread of the challenges facing live platform,from the brand dissemination inefficiency,lack of innovation content,communication barriers,such as Angle,the fourth part pointed togive Suggestions of E-sports brand communication,brand public welfare through broadcast live and MOBA variety such as form,with brand fan community participation and maintenance,from the platform to the user study in depth,ultimately to achieve MOBA e-sports brand class in live platform transmission efficiency and brand innovation provides guidance on the implementation of scientific and operable Suggestions.