Research On Brand Promotion Path Of Sports Reality Shows Under Media Convergence

With the development of national fitness activities and people's demand for multi-culture,sports has evolved from the previous relatively single competitive sports and educational behaviour to a diverse social and cultural carrier.With the continuous integration and innovation of TV reality shows,entertainment-oriented and civilian-based sports competitions have also become an essential part of reality shows.Based on this,sports reality shows have become a unique TV cultural landscape in recent years.Under the background of media convergence,sports reality shows play an important role in promoting the publicity of sports culture and the promotion of national fitness.However,in recent years,most sports reality shows are always in a moderate state,and there are some problems in the content and communication,which hinder the development of sports reality shows' branding,and even bring negative influence to the programs to some extent.In the competitive reality show market,the author tries to promote the brand development of sports reality shows by studying the brand promotion path of sports reality showsThe author combined literature review,case analysis,expert interviews,logic analysis with other methods as the primary research methods.Through brand theory,communication theory and other theories,the paper aims to sort out the development status of China's significant sports reality shows and integrate their categories and characteristics under the background of media convergence,then to explore the deficiencies and strengths,weaknesses,opportunities,threats of sports reality shows in the process of brand development.The paper constructs the brand promotion path of sports reality shows under media convergence,which contains guiding ideology,principle,target,content,guarantee measures.The main conclusions are as follows:(1)From the perspective of the development of China's sports reality shows,the development of China's sports reality shows can be divided into germination stage introduction and imitation period(1998-2003),exploration stage:exploration and expansion period(2004-2011),rapid growth stage:the emergence of "excellent shows"(2012-2019).According to the different subjects and competitive purposes of participating in sports reality shows,sports reality shows at various stages are divided into three categories:National fitness participation,Stars entertainment competitions,Elite inspirational winning(2)Under the background of media convergence,there are still some deficiencies in the development of sports reality shows in China,which affects the brand development of sports reality shows.In terms of media channels:the "user"characteristics of the audience are not fully considered;the integration between the new and old media is not deep,and the program content products have not yet reached precision and segmentation.Content:The content of the program is slightly homogenized,and the innovation is insufficient;the social responsibility of the program is not stable,and the spread of sports culture is inadequate.(3)China's sports reality shows have the strength of product differentiation in brand development,excellent opportunities of sports and entertainment policies and the atmosphere of large-scale sports events,and also face the audience limitations brought by sports events,threats such as the type of shows and the security of the shows.(4)Under the background of media convergence,the guiding ideology of the brand promotion path of sports reality shows are to spread sports culture,strengthen brand awareness and help the national fitness;it should adhere to the principle of comprehensiveness,diversity and innovation.To achieve the goal of branding and sustainable development of sports reality shows;focus on the sports reality shows brand positioning,products,image,cultural function,media,product extension and other aspects to improve;In the course of implementing the path,we should continuously improve policies,systems,technologies,capital,talents and other relevant guarantee measures.(5)Through the empirical case analysis,the feasibility of brand promotion path of sports reality show is further verified.The program concept conforms to the guiding ideology of the brand promotion path of sports reality show.The innovative exploration of program content and media communication reflects the content improvement strategy,comprehensiveness,diversity and innovation principle in the path,which provides beneficial enlightenment for the branding development of sports reality shows under media convergence.