Research On Li Ning’s Brand Olympic Advertising Communication Strategy

China will usher in the second host Olympic year in 2022.The huge social influence culture of the Olympic Games will undoubtedly make this year very meaningful,especially for the domestic sports brand communication.It provides a rare opportunity with both attention and topicality.How to use the related knowledge of communication and advertising to plan the direction of communication strategies and plan risks at the same time,take advantage of local Olympic hotspots on the basis of positive communication,reasonably use the topic of the Olympic cycle to warm up and integrate sports events,and spread the economic benefits of advertising Conversion is a question that our advertising industry needs to think about.The main research object of this article is the Olympic sports advertising communication strategy of Li Ning brand.The main research methods are literature research method,case analysis method,content analysis method and interview method.By studying the advertising strategy of Li Ning brand from the first local Beijing Olympic Games in 2008 to the Olympic Games.Taking the Li Ning sports advertising strategy of the Olympic cycle as the research stage,the research summarizes the advertising forms,advertising content combinations and choices,and believes that the 2008 Beijing Olympic cycle torch raid advertising marketing is a successful model in the advertising creativity of the Olympic Games.,Choose the communication theme of "Chinese,let change happen" in the national advantage project,and use the opinion leaders and key consumer groups to brand the sports community audience.In the form of advertising,the multi-channel promotion of the visual symbol of the Li Ning brand in the form of sponsorship.At the media strategy level,it lies in the socialization of its audience circle and the accuracy of the distribution channels,and uses the combination of CCTV professional media and new media interactive social media for advertising communication,so as to achieve good communication effects.Although the Li Ning brand ’s Olympic sports advertising communication strategy has achieved considerable cyclical success and has also achieved its own classic case of the brand,it still needs to follow the changes of the Olympic cycle and continue to improve the deficiencies,such as the simplification of advertising forms and the Insufficient interactivity leads to inadequate communication between target users,and the lack of amplification of brand and effect advertisements in the Olympic cycle.This article proposes optimization strategies such as the use of new media and social media to promote Olympic cycle advertisements,athlete opinion leaders,and community identification to effectively attract target consumer groups,enhance advertising,artistic and cultural creativity,and undertake corporate social responsibility.The aim is to seek and discuss Li Ning brand Olympic sports advertising The communication strategy of the 2022 Beijing Olympic Winter Games can be more in line with the value of social communication and the progress of the times.