Analysis On The Rejuvenation Communication Strategy Of Domestic Sports Brands

Drawing on the relevant theories of brand revitalization,this paper focuses on four key dimensions-brand positioning,brand culture,brand channels,and communication effectiveness-to analyze the communication strategies employed by domestic sports brands in their efforts to revitalize their brand image.The study employs a range of research methodologies,including literature analysis,case study,questionnaire surveys,and participatory observation,to provide a comprehensive analysis of the subject matter.The paper is divided into three main sections,each of which offers unique insights into the challenges and opportunities facing domestic sports brands in their pursuit of brand rejuvenation.The first part analyzes the current situation of the rejuvenation communication strategy of domestic sports brands,which is mainly carried out from three aspects: brand positioning,brand culture and brand channels.On this basis,the motivation of domestic sports brands to carry out young marketing communication is analyzed.In the second part,the literature research method,case study method,questionnaire survey method and participation observation method are adopted,with qualitative research as the main and quantitative research as the supplement,a comprehensive investigation and analysis of the effects of audience cognition,attitude and behavior generated by the young communication strategy of domestic sports brands when applied to the target consumer group is carried out to clarify the specific effect of the application of the young communication strategy of domestic sports brands.Finally,it was concluded that the audience had high awareness,the audience recognized the youthful communication content of domestic sports brands,and the audience purchased domestic sports clothing in large quantities.At the same time,it also found the problems in the application of the young communication strategy of domestic sports brands.The third section of the paper distills the key findings regarding the behavioral characteristics of youth-oriented communication strategies employed by domestic sports brands,and proposes a roadmap for optimizing these strategies across three key dimensions: brand technology,brand culture,and brand mission.By outlining these strategies,the study aims to offer valuable insights and guidance for the entire sports industry seeking to improve their youth-oriented communication strategies.Based on the aforementioned analysis,this paper proposes the following recommendations for optimizing youth-oriented communication strategies employed by domestic sports brands: firstly,brands should leverage scientific and technological innovations to create unique and innovative brand experiences.Secondly,brands should invest in cultivating a youthful brand culture that deeply resonates with their target audience.Lastly,brands should capitalize on China’s rich cultural heritage,drawing on traditional values and integrating contemporary trends to create a brand image that embodies the spirit of the times.By following these recommendations,domestic sports brands can develop a brand rejuvenation communication strategy that reflects China’s unique cultural identity and resonates with target consumers.