A Brand Marketing Strategy Study Of A Sporting Goods Company On Social Media

Behind the decline of traditional media,new media,represented by social media,is thriving.The rise of social media with the development of mobile Internet technology has brought great changes to our lives.As a result,more and more companies and brands are paying attention to brand marketing on social media.However,such emerging brand marketing methods are quite different from the past,which requires enterprises to optimize and upgrade the original traditional marketing thinking and brand strategic layout,or even overturn and reform.This paper takes Sports Products Company A as the research object,USES literature research method,quantitative analysis method and comparative analysis method as the research methods,and uses PEST model to analyze the external macro environment of company A in social media brand marketing.Based on the current situation of the industry,SICAS model and SWOT analysis are fully used to analyze and summarize the problems and causes of Company A's current social media brand marketing,and finally put forward the strategic optimization plan and implementation measures for A company's social media brand marketing.According above,the study found that Company A is based on social media marketing strategy of the brand needs to be from "insight needs,establish awareness" to "enhance the interest,improve the cognitive" "strengthen contact,keep communication" "expand emerging purchase channel" "participation experience,spread by word of mouth" is optimized to improve the five,and the policy and financial resources,human resources,technology and culture as optimization plan implementation safeguard measures in five aspects,to Company A on social media and other sporting goods enterprises brand marketing strategy optimization to provide a viable and effective idea and method.