Research On ANTA Brand Communication Strategy

As the effects of the epidemic subsided,the nation’s enthusiasm for fitness increased.Driven by the consumption dividend,the development of sports brands has ushered in rapid growth.At the same time,they are eager to improve their brand competitiveness with the help of brand communication.However,most of the previous academic studies on sports brands were based on the perspective of the Management.In the face of fierce competition and complex new media environment,brands need to adapt to the current communication environment and future development direction,establishing brand image and achieving sales promotion with the help of communication.This paper takes the ANTA brand communication strategy as the research topic.First,it analyzes ANTA’s brand communication strategy based on the theory,points out the highlights and advantages of its communication practice,and explores the development processes of ANTA’s brand communication.Second,from the perspective of the audience,it further tests the effect of its communication,finds out the shortcomings so as to puts forward targeted suggestions.In the final chapter,the paper summarizes the highlights of the ANTA brand communication process and provides references for the brand communication of domestic sports goods.The full text consists of four parts:The first part is the introduction,including the research background,the research object ANTA brand,the past research,the research questions,research methods,and innovation points.The second chapter analyzes ANTA’s brand communication strategy from the three perspectives of the content,channels and audiences,presents the context of its brand communication,and analyzes how ANTA successfully establishes a good relationship with consumers through the comprehensive use of different channel.The third chapter,from the perspective of the audience,evaluates the communication effect of the ANTA brand through the investigation of the audience’s cognition,attitude,and behavior,summarizes the advantages of its brand communication strategies,points out the shortcomings of its brand communication strategies and puts forward suggestions.The last chapter makes an in-depth analysis of ANTA’s advantages strategy of brand communication and puts forward enlightenment for the further development of local sports brands.