China's Sporting Goods Industry Promotion Strategy Study Date:2014-12-29 11:18
1 Publicity and publicity strategy Sports goods are sports products in physical form. They are the general term for various kinds of articles used in sports competitions and events and also have sports characteristics. They include sports equipment and equipment, sportswear, sports shoes, sports equipment, and sports. Drinks and sports nutrition, sports prizes and sports souvenirs. Since the reform and opening up, China's sporting goods industry has developed rapidly and has become a major force in the national economy.
The development of China's sporting goods industry cannot be separated from the efforts of a large number of industry-leading enterprises and the creation of a dominant brand. In today's era of winning a brand, the brand is of great significance to the survival and development of the company. Brand-name is the magic weapon for the advantageous enterprises to cross the market, and propaganda happens to be the sharp weapon for casting this magic weapon.
The so-called propaganda refers to the targeted information dissemination activities that organizations or individuals use to disseminate information that they wish to disseminate, and guide the audience towards a certain concept or take some actions, including advertising, news, and propaganda. , public relations and other aspects of publicity. For companies, the most used advertising tool is advertising. In recent years, with the increasingly fierce competition in the market, the publicity and competition of enterprises has become increasingly fierce. The propaganda methods have been continuously innovating and new means of propaganda continue to emerge. These methods have the tendency of mutual integration. The propaganda strategy is the guiding ideology and overall design of the propaganda activities in the planning period for enterprises to achieve their business objectives, and is the overall decision-making of the major aspects of the propaganda activities. The propaganda strategy is an important part of the company's overall business strategy. It is of great significance to enhance product awareness and improve corporate and brand image. Under the new situation in the new century, we should re-examine the propaganda strategy of China's sporting goods companies, face the world, and face the future, and build a new propaganda strategy. This will be of great significance to the full integration of China's sporting goods industry into international economic competition and the growth of national sporting goods brands. .
2 Analysis of Propaganda Strategies of China's Sporting Goods Industry After many years of operation, China has bred out elite sports companies such as Double Star 0, Li Ning 0, and Red Double Happiness 0, among which / Double Star 0, / Anta 0, / Li Ning 0, etc. also in 2002. The year won the title of China's famous brand product. However, China's sporting goods brands are still at the stage where the youngest daughter and the female begin to grow into 0. There is still a lack of world-class sporting goods brands. Compared with Nike, Adidas and other well-known international sports goods brands, the gold content of China's sports goods brands is low, but it is far from Has the strength to call the world's sports giants. In the world's most valuable 100 brand rankings published on August 5, 2002 in Business Week 6, Nike and Adidas ranked 35th and 68th respectively with US$7.724 billion and US$3.69 billion in brand value. Bit, the world's most recognized brand in China, and Haier 0 were not selected.
/ Li Ning 0, / Double Star 0, etc. Even the recently released 2003 China Most Valuable Brands list failed to be selected (32 companies in this ranking list were selected). The gap between China's sportswear brands and international sports brands can be imagined.
The propaganda strategy of China's sporting goods companies can be understood from the following aspects: 2.1. Propaganda consciousness is lagging behind. From ancient times to now, natural economy has dominated my social economy. After the founding of the People's Republic of China, the long-term planned economy dominated the world, and the people of China believed in it. Since the introduction of reform and opening up, especially in recent years, with the gradual establishment and improvement of the socialist market economic system, the awareness of propaganda for sporting goods enterprises in China has been significantly enhanced, and it has generally been recognized that the expansion of propaganda is of great significance to the development of enterprises. Many companies have proposed To implement / brand strategy 0, advertising investment increases year by year. However, most of the sporting goods companies’ awareness of promotion still stays at the stage of selling ideas, and even some of them still stand at the stage of demonstrating sales concepts. There are only a few companies that have truly established modern marketing concepts. In the eyes of many companies, the concept of publicity or advertising, 0, or brand name, namely advertising, is still very popular. It is believed that advertising is advertising, brand-name advertising is more advertising, and advertising bombardment is regarded as the same as brand-name strategy. ,Advertising as the only way for companies to expand their publicity, the means and methods of propaganda are obsolete, cliche, and monolithic, and lack of integrated use of various propaganda means. Although some companies have taken measures to promote, but the lack of overall coordination of various means, can not complement each other, and some even dilute each other.
There are also many companies advertising activities are still in the spontaneous stage, sitting in advertising companies or media departments advertising business staff come / pull 0 ads, met the right to do, rarely took the initiative to implement corporate advertising campaign.
2. 2 Propaganda focus is biased Due to the great differences between urban and rural areas in China, the city’s consumption ability is strong, and the consumption level of townships and townships is low. Therefore, China’s sporting goods companies have always regarded large and medium-sized cities as key areas for publicity and insufficient attention to rural markets. Even ignoring the existence of the rural market has caused the unfavorable balance between urban and rural markets. At the same time, most sporting goods companies in China focus their eyes on the youth market, neglecting a large number of middle-aged and old-aged markets and children's markets, and artificially reducing their own consumer groups.
2. 3 Creativity and performance strategies are yet to mature In recent years, with the rapid development of China's advertising industry, the creative level of sporting goods advertising has risen to an unprecedented level, without seeing the initial/implementation of the Three Guarantees, and the consignment 0 type of bad signs. . The theme of advertising is clear and its performance is superb, and many outstanding and outstanding advertising works have emerged. However, from the point of view of the entire sporting goods industry, the similarity phenomenon is very serious, and the sports companies have a low degree of distinction in the theme of advertising, advertising creativity, and advertising performance. Most of them are / cool 0, / popular 0, / fashion 0 as the theme, crowded in the celebrity advertising this monolithic bridge to make a fuss, emotional appeal. Advertising media is generally television, newspapers and outdoor.
2. 4 Propaganda Strategy Human resources are urgently needed to implement the awareness, training and development of the publicity talents in China's sports goods enterprises. Many people still think/advertise as advertisements. Advertisements cost money and spend money. Whoever does not 0 at the same time because of the existence of some unhealthy tendencies in the current domestic advertising industry, has formed a relationship between the company’s leadership and the company’s leaders. The status of the advertising department does not take into account whether it has the qualities and capabilities to conduct various business operations in the sector. In addition, in the selection of advertising companies, media and other advertising partners, China's sports goods companies are not mature enough, lack of operational standards and procedures, the subjective arbitrariness of the leaders of enterprises or departments.
3 Countermeasures for Perfecting the Propaganda Strategy of China's Sporting Goods Industry 3.1 The focus of publicity for subsidence Because of the huge differences in spending power between urban and rural areas, all sporting goods companies have resorted to all competitions for the primary and secondary markets of large and medium-sized cities in provinces and cities. The competition in this market is extremely fierce, but in the third and fourth-tier markets in counties and townships, the competitiveness of various companies is very weak, and for some companies it is even a blank. In addition, taking into account that internationally renowned sporting goods generally adopt the strategy of radiating from large and medium-sized cities to small cities and towns to enter the Chinese market, its advantages are still mainly concentrated in large and medium-sized cities. In middle and small cities and a large number of townships and villages, rural areas have weaker power. With the countryside by Li Shufang, Zheng Hua: China's sporting goods industry to promote the development of strategic research and economic development, farmers' health awareness and cultural and educational level, rural consumption will become China's new economic growth point for sporting goods. In this regard, China's sporting goods companies must have a clear understanding. The sensible approach is: on the one hand, we must persist in sniper fighting in large and medium-sized cities, and rush to grab the market. At the same time, we must also take into account the third and fourth-tier markets. We must first take the lead, strengthen the focus of sales and marketing, and rush to penetrate foreign brands. Before that, create its own advantages in this market. For weaker companies, instead of grabbing the food residue from other people's mouths in the urban market, it would be better to mobilize the force and cultivate the rural market in a specific way. Through the image of propaganda/mining, it will occupy the rural market. Because of the fierce competition in the primary and secondary markets, the results that may have been obtained with great effort may not be satisfactory. However, in the rural market, there are basically no competitors and can be pre-emptively, and with less effort, it is possible to obtain a large harvest. At the same time 2004 is the year of our country/rural sports. The sports administrative departments at all levels actively carry out the theme activities of sports facilities, sports fitness guidance and sports science knowledge, and sports will go to the countryside. The theme activity of rural sports will surely have a big one. The development of this, for sporting goods companies, is an excellent opportunity to expand the rural market.
3.2 Expanding Vision, Facing the Whole Sports Population, and Promoting People's Health All along, the mainstream consumer groups of sports products in China have been purchased by young people groups and groups. Therefore, the propaganda objects of China's sporting goods companies have also been limited to this group. In recent years, with the implementation of the National Fitness Program Outline 6, the success of Beijing's bid for the Olympics, and the spread of SARS, an unprecedented national fitness boom has emerged in China, and mass sports have flourished. Sports population (that is, more than three times a week of physical exercise participated in more than 30 minutes of each exercise in more than 30 minutes each exercise intensity is medium or more) unprecedented increase, family sports goods, student sports goods, health care and rehabilitation of middle and old health sports products, children's sporting goods abnormalities Hot. Sporting goods companies should expand their horizons and conduct propaganda for the entire sports population. They must not only conduct routine publicity for the common needs of different groups, but also carry out targeted differentiated propaganda in conjunction with different needs and consumption characteristics of different groups. At the same time, it is necessary to help the public, actively promote public fitness, support and sponsor the development of mass sports, especially rural sports activities (this is a blank spot for sports sponsorship, explosive and unpopular), in order to drive the sales of sporting goods and establish It has a good image of sponsoring the society and caring for people's livelihood.
3. 3 Enriching communication strategies, introducing CIS strategies, and implementing integrated marketing communication and propaganda is a purposeful information dissemination activity. Therefore, advertising, public relations, event or competition sponsorship, press conferences, and participation in exhibitions and fairs are all possible. The legitimate way for companies to disseminate information they wish to disseminate is an effective way for sporting goods companies to expand publicity. China's sporting goods companies must decide on the future market and implement the brand strategy. They must step up publicity efforts and change/single tactics, and comprehensively and coordinately use various media such as television, newspapers, magazines, networks, outdoor and advertising, and public affairs. Various forms of communication such as relationships, sponsorships, press releases, exhibitions, and expositions are conducted to integrate marketing communications to convey essentially consistent product and image information in order to expand product awareness and enhance corporate image.
3. 4 Optimizing Advertising Creativity and Performance Strategy Outstanding advertising creativity and superb performance strategies are an important part of advertising effectiveness. For sporting goods companies, /cool 0 and /popular 0 are far from the only theme of advertising creativity. To create a healthy image of living waves, free and easy, success, hard work, enterprising, and competition, highlighting the connotation of the product or brand/movement is the first essential meaning of creative advertising for sporting goods. In terms of performance strategy, choosing a sports star to serve as an image spokesman is indeed a coup. If Li Ning chooses Li Tie, Feng Kun signs Anta, Zhao Ruiru and Conway. In fact, using sports stars as spokespersons is also the most common means used by Nike, Spalding, Adidas and other international sporting goods giants. In this way, the advantages of sports stars in popularity, attention rate, and social image can be transformed into the product advantages and market competition advantages of enterprises, so that the products of the enterprises can be accepted by the distributors within a short period of time and recognized by the consumers. However, not all sporting goods advertisements are suitable for the sports star's image. For example, older fitness products are more suitable for elderly fitness enthusiasts. Not all sports star ads have the desired effect. In reality, the phenomenon that a sports star undertakes multiple advertisements at the same time, and even directly competes for brand advertisements, has appeared from time to time. This will inevitably cause mutual interference between information and affect the effectiveness of advertisements. At the same time, emotional appeal is by no means the only strategy for the advertising performance of sporting goods. In the envelopment of emotional appeals, individual companies may receive better results by adopting rational appeals or rational appeals. Specific performance strategies must be carefully determined according to the needs of the performance advertising theme.
3.5 Hysteresis in marketing concept is an important factor affecting the propaganda effect of sporting goods enterprises in China. To integrate corporate propaganda work, it is necessary to realize concept innovation, establish modern marketing concepts, and establish/sell the bundling mechanism of publicity 0 and brand image propaganda 0. Corporate marketing work and marketing activities are closely integrated with brand image building to satisfy current promotional needs and to serve long-term brand image construction.
3. 6 Economic Globalization Today, the boundaries between the domestic market and foreign markets are gradually declining. In 2001, when China joined the WTO, China Sporting Goods Federation joined the World Federation of Sporting Goods as a full member, marking the sports market in China and the international market. The complete docking, Beijing's successful bid for the Olympic Games also gave China's sporting goods advantages, and provided the world with a rare opportunity for development. China's sporting goods companies must seize the favorable opportunity, the implementation of the Nanjing Sports Institute / go out 0 publicity strategy, and actively carry out international propaganda, in the international market to show the brand image of Chinese sports goods. The state must also encourage well-advantageous enterprises to do a good job of propaganda outside the country while planning domestic propaganda. It also provides appropriate facilities for international propaganda and lays down conditions for the implementation of international operations.
3. 7 Break through the bottleneck of talents Talent shortage is also one of the bottlenecks restricting the development of the sporting goods industry in China. In particular, talents in publicity and planning are even more scarce. This is not only related to the current personnel use, selection and training mechanisms of various companies, but also related to the current status of higher education in China. Sporting goods companies must review their own talents’ mechanism with a critical eye, combine the requirements of the publicity work on the quality and ability of talents, formulate scientific and reasonable standards for judgments, and establish a human-oriented talent mechanism that integrates introduction, cultivation, discovery, use, and incentives. . The colleges and universities with conditions also have to set up courses or majors in sports propaganda and planning to provide sufficient intellectual support for the future development of China's sporting goods industry.
4 Problems existing in community sports in the northwest of Jilin Province 4.1 Insufficient funding for community sports and severe shortage of venues According to the results of the visit, the lack of funds is a major problem in the community sports in Baicheng and Songyuan. Although the state has paid for sports in recent years, Increased investment has been made, but community sports work started relatively late. In addition, there are not enough sports funds in the community. There is a serious shortage of existing public sports facilities, and it is difficult for citizens to exercise in stadiums with better conditions. The development of community sports activities. In addition, the work intensity of the community sports cadres is low, and the treatment is relatively low. This contrasts with the culture station of the earlier cultural system and the policy of treatment for the staff, which affects the enthusiasm of the work.
4. 2 The number of community sports instructors is insufficient, and the level of professional skills needs to be mentioned The results of this survey show that 50.68 citizens are not satisfied with the number of community sports instructors. Among the existing community sports instructors, they are selected from members. Out of account 43. 14, administrative and social faction 24. Community sports instructors are an indispensable backbone force in the development of community sports, but at present its sports professional knowledge, technology, skills, etc. need to be improved.
5 Conclusions and Suggestions From this survey, the survey shows that the citizens of Baicheng and Songyuan have already possessed relatively correct sports values, which are compatible with the potential functions of sports and the development of modern society. The derived sports values ​​have already reached a certain level. Understanding, regardless of the purpose of physical exercise, content and other aspects are in line with the needs of individuals, while raising the current problems in sports funding, sports instructors, sports facilities.
Increase investment in sports funds and train more sports instructors to develop community sports services. At the same time, it has expanded the sports grounds to meet the general public's demand for physical exercise, thereby opening up new ways of social sports and making the northwestern Jilin Province community sports flourish. This is the central idea and purpose of this research.
1 Publicity and publicity strategy Sports goods are sports products in physical form. They are the general term for various kinds of articles used in sports competitions and events and also have sports characteristics. They include sports equipment and equipment, sportswear, sports shoes, sports equipment, and sports. Drinks and sports nutrition, sports prizes and sports souvenirs. Since the reform and opening up, China's sporting goods industry has developed rapidly and has become a major force in the national economy.
The development of China's sporting goods industry cannot be separated from the efforts of a large number of industry-leading enterprises and the creation of a dominant brand. In today's era of winning a brand, the brand is of great significance to the survival and development of the company. Brand-name is the magic weapon for the advantageous enterprises to cross the market, and propaganda happens to be the sharp weapon for casting this magic weapon.
The so-called propaganda refers to the targeted information dissemination activities that organizations or individuals use to disseminate information that they wish to disseminate, and guide the audience towards a certain concept or take some actions, including advertising, news, and propaganda. , public relations and other aspects of publicity. For companies, the most used advertising tool is advertising. In recent years, with the increasingly fierce competition in the market, the publicity and competition of enterprises has become increasingly fierce. The propaganda methods have been continuously innovating and new means of propaganda continue to emerge. These methods have the tendency of mutual integration. The propaganda strategy is the guiding ideology and overall design of the propaganda activities in the planning period for enterprises to achieve their business objectives, and is the overall decision-making of the major aspects of the propaganda activities. The propaganda strategy is an important part of the company's overall business strategy. It is of great significance to enhance product awareness and improve corporate and brand image. Under the new situation in the new century, we should re-examine the propaganda strategy of China's sporting goods companies, face the world, and face the future, and build a new propaganda strategy. This will be of great significance to the full integration of China's sporting goods industry into international economic competition and the growth of national sporting goods brands. .
2 Analysis of Propaganda Strategies of China's Sporting Goods Industry After many years of operation, China has bred out elite sports companies such as Double Star 0, Li Ning 0, and Red Double Happiness 0, among which / Double Star 0, / Anta 0, / Li Ning 0, etc. also in 2002. The year won the title of China's famous brand product. However, China's sporting goods brands are still at the stage where the youngest daughter and the female begin to grow into 0. There is still a lack of world-class sporting goods brands. Compared with Nike, Adidas and other well-known international sports goods brands, the gold content of China's sports goods brands is low, but it is far from Has the strength to call the world's sports giants. In the world's most valuable 100 brand rankings published on August 5, 2002 in Business Week 6, Nike and Adidas ranked 35th and 68th respectively with US$7.724 billion and US$3.69 billion in brand value. Bit, the world's most recognized brand in China, and Haier 0 were not selected.
/ Li Ning 0, / Double Star 0, etc. Even the recently released 2003 China Most Valuable Brands list failed to be selected (32 companies in this ranking list were selected). The gap between China's sportswear brands and international sports brands can be imagined.
The propaganda strategy of China's sporting goods companies can be understood from the following aspects: 2.1. Propaganda consciousness is lagging behind. From ancient times to now, natural economy has dominated my social economy. After the founding of the People's Republic of China, the long-term planned economy dominated the world, and the people of China believed in it. Since the introduction of reform and opening up, especially in recent years, with the gradual establishment and improvement of the socialist market economic system, the awareness of propaganda for sporting goods enterprises in China has been significantly enhanced, and it has generally been recognized that the expansion of propaganda is of great significance to the development of enterprises. Many companies have proposed To implement / brand strategy 0, advertising investment increases year by year. However, most of the sporting goods companies’ awareness of promotion still stays at the stage of selling ideas, and even some of them still stand at the stage of demonstrating sales concepts. There are only a few companies that have truly established modern marketing concepts. In the eyes of many companies, the concept of publicity or advertising, 0, or brand name, namely advertising, is still very popular. It is believed that advertising is advertising, brand-name advertising is more advertising, and advertising bombardment is regarded as the same as brand-name strategy. ,Advertising as the only way for companies to expand their publicity, the means and methods of propaganda are obsolete, cliche, and monolithic, and lack of integrated use of various propaganda means. Although some companies have taken measures to promote, but the lack of overall coordination of various means, can not complement each other, and some even dilute each other.
There are also many companies advertising activities are still in the spontaneous stage, sitting in advertising companies or media departments advertising business staff come / pull 0 ads, met the right to do, rarely took the initiative to implement corporate advertising campaign.
2. 2 Propaganda focus is biased Due to the great differences between urban and rural areas in China, the city’s consumption ability is strong, and the consumption level of townships and townships is low. Therefore, China’s sporting goods companies have always regarded large and medium-sized cities as key areas for publicity and insufficient attention to rural markets. Even ignoring the existence of the rural market has caused the unfavorable balance between urban and rural markets. At the same time, most sporting goods companies in China focus their eyes on the youth market, neglecting a large number of middle-aged and old-aged markets and children's markets, and artificially reducing their own consumer groups.
2. 3 Creativity and performance strategies are yet to mature In recent years, with the rapid development of China's advertising industry, the creative level of sporting goods advertising has risen to an unprecedented level, without seeing the initial/implementation of the Three Guarantees, and the consignment 0 type of bad signs. . The theme of advertising is clear and its performance is superb, and many outstanding and outstanding advertising works have emerged. However, from the point of view of the entire sporting goods industry, the similarity phenomenon is very serious, and the sports companies have a low degree of distinction in the theme of advertising, advertising creativity, and advertising performance. Most of them are / cool 0, / popular 0, / fashion 0 as the theme, crowded in the celebrity advertising this monolithic bridge to make a fuss, emotional appeal. Advertising media is generally television, newspapers and outdoor.
2. 4 Propaganda Strategy Human resources are urgently needed to implement the awareness, training and development of the publicity talents in China's sports goods enterprises. Many people still think/advertise as advertisements. Advertisements cost money and spend money. Whoever does not 0 at the same time because of the existence of some unhealthy tendencies in the current domestic advertising industry, has formed a relationship between the company’s leadership and the company’s leaders. The status of the advertising department does not take into account whether it has the qualities and capabilities to conduct various business operations in the sector. In addition, in the selection of advertising companies, media and other advertising partners, China's sports goods companies are not mature enough, lack of operational standards and procedures, the subjective arbitrariness of the leaders of enterprises or departments.
3 Countermeasures for Perfecting the Propaganda Strategy of China's Sporting Goods Industry 3.1 The focus of publicity for subsidence Because of the huge differences in spending power between urban and rural areas, all sporting goods companies have resorted to all competitions for the primary and secondary markets of large and medium-sized cities in provinces and cities. The competition in this market is extremely fierce, but in the third and fourth-tier markets in counties and townships, the competitiveness of various companies is very weak, and for some companies it is even a blank. In addition, taking into account that internationally renowned sporting goods generally adopt the strategy of radiating from large and medium-sized cities to small cities and towns to enter the Chinese market, its advantages are still mainly concentrated in large and medium-sized cities. In middle and small cities and a large number of townships and villages, rural areas have weaker power. With the countryside by Li Shufang, Zheng Hua: China's sporting goods industry to promote the development of strategic research and economic development, farmers' health awareness and cultural and educational level, rural consumption will become China's new economic growth point for sporting goods. In this regard, China's sporting goods companies must have a clear understanding. The sensible approach is: on the one hand, we must persist in sniper fighting in large and medium-sized cities, and rush to grab the market. At the same time, we must also take into account the third and fourth-tier markets. We must first take the lead, strengthen the focus of sales and marketing, and rush to penetrate foreign brands. Before that, create its own advantages in this market. For weaker companies, instead of grabbing the food residue from other people's mouths in the urban market, it would be better to mobilize the force and cultivate the rural market in a specific way. Through the image of propaganda/mining, it will occupy the rural market. Because of the fierce competition in the primary and secondary markets, the results that may have been obtained with great effort may not be satisfactory. However, in the rural market, there are basically no competitors and can be pre-emptively, and with less effort, it is possible to obtain a large harvest. At the same time 2004 is the year of our country/rural sports. The sports administrative departments at all levels actively carry out the theme activities of sports facilities, sports fitness guidance and sports science knowledge, and sports will go to the countryside. The theme activity of rural sports will surely have a big one. The development of this, for sporting goods companies, is an excellent opportunity to expand the rural market.
3.2 Expanding Vision, Facing the Whole Sports Population, and Promoting People's Health All along, the mainstream consumer groups of sports products in China have been purchased by young people groups and groups. Therefore, the propaganda objects of China's sporting goods companies have also been limited to this group. In recent years, with the implementation of the National Fitness Program Outline 6, the success of Beijing's bid for the Olympics, and the spread of SARS, an unprecedented national fitness boom has emerged in China, and mass sports have flourished. Sports population (that is, more than three times a week of physical exercise participated in more than 30 minutes of each exercise in more than 30 minutes each exercise intensity is medium or more) unprecedented increase, family sports goods, student sports goods, health care and rehabilitation of middle and old health sports products, children's sporting goods abnormalities Hot. Sporting goods companies should expand their horizons and conduct propaganda for the entire sports population. They must not only conduct routine publicity for the common needs of different groups, but also carry out targeted differentiated propaganda in conjunction with different needs and consumption characteristics of different groups. At the same time, it is necessary to help the public, actively promote public fitness, support and sponsor the development of mass sports, especially rural sports activities (this is a blank spot for sports sponsorship, explosive and unpopular), in order to drive the sales of sporting goods and establish It has a good image of sponsoring the society and caring for people's livelihood.
3. 3 Enriching communication strategies, introducing CIS strategies, and implementing integrated marketing communication and propaganda is a purposeful information dissemination activity. Therefore, advertising, public relations, event or competition sponsorship, press conferences, and participation in exhibitions and fairs are all possible. The legitimate way for companies to disseminate information they wish to disseminate is an effective way for sporting goods companies to expand publicity. China's sporting goods companies must decide on the future market and implement the brand strategy. They must step up publicity efforts and change/single tactics, and comprehensively and coordinately use various media such as television, newspapers, magazines, networks, outdoor and advertising, and public affairs. Various forms of communication such as relationships, sponsorships, press releases, exhibitions, and expositions are conducted to integrate marketing communications to convey essentially consistent product and image information in order to expand product awareness and enhance corporate image.
3. 4 Optimizing Advertising Creativity and Performance Strategy Outstanding advertising creativity and superb performance strategies are an important part of advertising effectiveness. For sporting goods companies, /cool 0 and /popular 0 are far from the only theme of advertising creativity. To create a healthy image of living waves, free and easy, success, hard work, enterprising, and competition, highlighting the connotation of the product or brand/movement is the first essential meaning of creative advertising for sporting goods. In terms of performance strategy, choosing a sports star to serve as an image spokesman is indeed a coup. If Li Ning chooses Li Tie, Feng Kun signs Anta, Zhao Ruiru and Conway. In fact, using sports stars as spokespersons is also the most common means used by Nike, Spalding, Adidas and other international sporting goods giants. In this way, the advantages of sports stars in popularity, attention rate, and social image can be transformed into the product advantages and market competition advantages of enterprises, so that the products of the enterprises can be accepted by the distributors within a short period of time and recognized by the consumers. However, not all sporting goods advertisements are suitable for the sports star's image. For example, older fitness products are more suitable for elderly fitness enthusiasts. Not all sports star ads have the desired effect. In reality, the phenomenon that a sports star undertakes multiple advertisements at the same time, and even directly competes for brand advertisements, has appeared from time to time. This will inevitably cause mutual interference between information and affect the effectiveness of advertisements. At the same time, emotional appeal is by no means the only strategy for the advertising performance of sporting goods. In the envelopment of emotional appeals, individual companies may receive better results by adopting rational appeals or rational appeals. Specific performance strategies must be carefully determined according to the needs of the performance advertising theme.
3.5 Hysteresis in marketing concept is an important factor affecting the propaganda effect of sporting goods enterprises in China. To integrate corporate propaganda work, it is necessary to realize concept innovation, establish modern marketing concepts, and establish/sell the bundling mechanism of publicity 0 and brand image propaganda 0. Corporate marketing work and marketing activities are closely integrated with brand image building to satisfy current promotional needs and to serve long-term brand image construction.
3. 6 Economic Globalization Today, the boundaries between the domestic market and foreign markets are gradually declining. In 2001, when China joined the WTO, China Sporting Goods Federation joined the World Federation of Sporting Goods as a full member, marking the sports market in China and the international market. The complete docking, Beijing's successful bid for the Olympic Games also gave China's sporting goods advantages, and provided the world with a rare opportunity for development. China's sporting goods companies must seize the favorable opportunity, the implementation of the Nanjing Sports Institute / go out 0 publicity strategy, and actively carry out international propaganda, in the international market to show the brand image of Chinese sports goods. The state must also encourage well-advantageous enterprises to do a good job of propaganda outside the country while planning domestic propaganda. It also provides appropriate facilities for international propaganda and lays down conditions for the implementation of international operations.
3. 7 Break through the bottleneck of talents Talent shortage is also one of the bottlenecks restricting the development of the sporting goods industry in China. In particular, talents in publicity and planning are even more scarce. This is not only related to the current personnel use, selection and training mechanisms of various companies, but also related to the current status of higher education in China. Sporting goods companies must review their own talents’ mechanism with a critical eye, combine the requirements of the publicity work on the quality and ability of talents, formulate scientific and reasonable standards for judgments, and establish a human-oriented talent mechanism that integrates introduction, cultivation, discovery, use, and incentives. . The colleges and universities with conditions also have to set up courses or majors in sports propaganda and planning to provide sufficient intellectual support for the future development of China's sporting goods industry.
4 Problems existing in community sports in the northwest of Jilin Province 4.1 Insufficient funding for community sports and severe shortage of venues According to the results of the visit, the lack of funds is a major problem in the community sports in Baicheng and Songyuan. Although the state has paid for sports in recent years, Increased investment has been made, but community sports work started relatively late. In addition, there are not enough sports funds in the community. There is a serious shortage of existing public sports facilities, and it is difficult for citizens to exercise in stadiums with better conditions. The development of community sports activities. In addition, the work intensity of the community sports cadres is low, and the treatment is relatively low. This contrasts with the culture station of the earlier cultural system and the policy of treatment for the staff, which affects the enthusiasm of the work.
4. 2 The number of community sports instructors is insufficient, and the level of professional skills needs to be mentioned The results of this survey show that 50.68 citizens are not satisfied with the number of community sports instructors. Among the existing community sports instructors, they are selected from members. Out of account 43. 14, administrative and social faction 24. Community sports instructors are an indispensable backbone force in the development of community sports, but at present its sports professional knowledge, technology, skills, etc. need to be improved.
5 Conclusions and Suggestions From this survey, the survey shows that the citizens of Baicheng and Songyuan have already possessed relatively correct sports values, which are compatible with the potential functions of sports and the development of modern society. The derived sports values ​​have already reached a certain level. Understanding, regardless of the purpose of physical exercise, content and other aspects are in line with the needs of individuals, while raising the current problems in sports funding, sports instructors, sports facilities.
Increase investment in sports funds and train more sports instructors to develop community sports services. At the same time, it has expanded the sports grounds to meet the general public's demand for physical exercise, thereby opening up new ways of social sports and making the northwestern Jilin Province community sports flourish. This is the central idea and purpose of this research.
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