From Beijing To Rio Olympics: Research On The Media Communication Strategy Of Nike Brand Advertising In China

Nike Brand has always made great achievements in international sports events such as the Olympic Games.Although it hardly conducts brand publicity activities as an official sponsor,compared with sponsors in the same industry as well as from other different industries,brand publicity activities around the theme of the Olympic Games have a greater influence and better publicity effects.The success of this publicity lies not only in the excellent advertising theme strategies,but also in the use of appropriate advertising media strategies to express advertising ideas.Various media means are integrated for the brand publicity,so that more funds,time and efforts are put into the advertising production and later media delivery.This paper,taking the advertisement placed in different media during 2008 Beijing Olympics,2012 London Olympics and 2016 Rio Olympics as the research object and through the interpretation of advertisement performance,vertically analyzes how Nike expresses its unified brand concept with different media characteristics and various media advantages.This paper is divided into six parts.The first part of this paper is the introduction.The second part of this paper analyzes Nike's use of television,newspapers and the Internet to carry out brand advertising during the 2008 Beijing Olympics.While focusing on traditional mass media,Nike also uses the fast-growing Internet media to carry out the report on Olympic through the network in an all-round way to achieve its high brand exposure.The third part of this paper analyzes the fact that Nike have reduced the intensity of its advertising on traditional media in 2012 London Olympic Games.At the same time,Nike carried out brand promotion activities with the social media represented by Sina Weibo,which was with rapid development growth at that time.Weibo,with its unique media advantages,promoted the dissemination of topics,and the narrators at different levels guided the topics and continuously delivered the stories with regard to the athletes and the sports spirit.The fourth part of this paper mainly analyzes that Nike took the lead in releasing WeChat native advertisement and Weibo startup advertisement in 2016 Rio Olympics with the help of emerging technologies under the background of the sustainable development of mobile Internet,so that the influence of the brand will continue to spread and the users' goodwill towards the brand will continue to develop.The fifth part of this paper is the conclusion and the suggestions,the media disseminating strategies that the Nike adopted in its advertisement releasing for the aforesaid three Olympic Games are summarized.And relevant suggestions,with the basis of the above summary,are put forward for the Chinese sports brands to carry out the brand publicity activities with the help of international large-scale sports events.