| With rapid iterative upgrade industries and the rapid development of new media platforms such as social media,the Internet "indigenous" after "90" group,and in the things to the attention of a personalized,more emphasis on younger,on the attitude toward consumption is set in advance,they pursue freedom of expression,attaches great importance to and interactive,emphasis on the quality of life."After 90" consumption concept and behavior in the same with youthful energy and emphasize different sports brand got incisively and vividly reflected in[1],they caught the "90 after" do STH unconventional or unorthodox,advance consumption group characteristics,gradually abandoned formerly ossified one-way,curt turned to output mode "after 90" group benefits and interactive way to sell brand itself,such as wide soft output,star effect,live interaction,etc.In the process of mutual influence between sports brands and the"post-90s",new media platforms play a key role in connecting them.For example,"Douyin",a rising star,has become a key link for sports brands to firmly grasp the"post-90s",the main consumer force.Sports brand itself,as it were,with a show vitality,advancing with The Times,such as dynamic performance characteristics of strong vitality and vigor,and trill has a younger,updated quickly,the speed and the characteristics of interactive new media and the group characteristics "after 90" and hand in photograph reflect[[[]da-peng 1i.The characteristics of sports brand marketing communication strategies in social networks[J].Journal of business research,2020(16):88-90.]].On the one hand,the booming development of Douyin provides a variety of innovative means and utilization space for the communication strategy of sports brands,which can attract the "post-90s" to pay for the brands and products to the greatest extent with limited resources.On the other hand,the "post-90s" are also very happy to receive such a customized means of communication,and enjoy the satisfaction brought by consumption in the process of two-way interaction with the brand.However,every thing has two sides.In this seemingly two-way and beneficial interaction process,there are also disadvantages,such as vulgar advertising content and the negative behavior of"post-90s" blindly following the crowd and excessive consumption caused by group effect,which need to be solved urgently.Based on the "90 after" group as the research object,the UGC model,opinion leaders theory,social interaction,orientation theory,utility theory as the theoretical basis,the integrated use of questionnaire investigation,case analysis and model of regression testing and other research methods,in the understanding of the sports brand of the brand communication by using the trill status and consumption psychology after "90" to build up the idea of this study framework;Then,based on the results of the questionnaire survey,the characteristics of consumption behavior of the "post-90s"under the influence of sports brand communication are analyzed from multiple dimensions,such as advertising attitude,brand loyalty,conformity psychology and purchase intention,and the research conclusions are drawn.According to the research conclusion of sports brand communication strategy using trill optimization Suggestions,make it can not only realize the brand spread and maximize the effect of commercial interests,are adhering to the social responsibility directing "90 after" actively involved in the interaction,the reasonable moderate consumption,for the "90 after" group set up the rational consumption concept,rational consumption behavior play a positive role. |
PDF Full Text Request