中外体育用品品牌广告传播策略比较——以李宁与耐克在南非世界杯期间的央视广告为例

A Comparative Analysis on the Advertising Communication Strategy between Chinese and Foreign Sporting Goods Brand——Taking Lining and Nike’s Advertising on CCTV during the World Cup of South Africa for examples

广告传播策略是企业与受众之间最近最直接的沟通桥梁,良好的广告传播策略可以提高品牌在市场上的竞争力。本文以耐克品牌与李宁品牌南非世界杯期间在央视投放广告的传播策略作为研究对象,探讨国际体育用品品牌与国内体育用品品牌在广告传播策略上的差异和得失,提出适应我国国内体育用品品牌电视广告传播策略的建议,从而助力提升我国自主品牌在国际上的影响力。

Advertising communication strategy is the most direct communication bridge between enterprise and the audience, good advertising communication strategy can improve the competitiveness of the brand in the market. Taking Brand of Nike and Lining＇s advertising communication strategy on the World Cup in South Africa in the CCTV as the research object, this artical discusses the differences and gain and loss of advertising communication strategy between international sporting goods brands and domestic,and provide advice on advertising communication strategy which adapt to China＇s domestic sports goods brand on television,in order to promote our country independent brand＇s influence in the world.