Research on Promotion Strategies and Brand Innovation of Diabolo Sports in the New Media Environment

Abstract

Diabolo sport is one of the first batch of national intangible cultural heritage items in China, carrying profound cultural connotations and fitness values. However, in the context of the new media era, it faces challenges such as the aging of its inheritor group, fragmentation of communication content, unbalanced regional development, and a lack of brand construction. Based on the framework of "integration of multiple scenarios – new media empowerment – brand value co-creation," this study systematically analyzes the current promotion status and core problems of diabolo sport in the new media environment, proposes precise promotion strategies, and constructs a brand innovation plan. The study argues that building a data-driven collaborative development mechanism and integrating resources from multiple stakeholders can resolve the inheritance dilemma, achieve value enhancement, and provide a reference for the transformation of traditional sports.