Optimization of Social Communication for Chinese Sports Brands Based on Marketing 3.0 Perspective ——Take Li Ning brand as an example

Abstract

Based on the marketing 3.0 perspective, this paper takes Chinese sports brand Li Ning as an example to study the application and
optimization of social communication in sports brands. Through the analysis of social communication, the communication status quo and existing problems of Li Ning brand are analyzed, and corresponding optimization measures are proposed. The study points out that Li-Ning has
certain performance in social currency and inducement, but there are still problems such as imprecise target audience identification and lack
of effective planning of communication content. In response to these problems, this paper proposes strategies to enhance the communication
efficiency and market competitiveness of the Li-Ning brand by increasing user participation, setting up sharing rewards, and strengthening
public welfare marketing.