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

Abstract

Diabolo Sport is one of the first groups of national intangible cultural heritage items in China, and it is rich in culture and fitness. With the changes in society during the new media era, some new problems have also arisen, such as an aging inheritor group, fragmentation of communication content, unbalanced regional development and a lack of brand building. According to the framework of "integration of multiple scenarios - new media empowerment - brand value co-creation", this paper will systematically analyze the current promotion conditions and main problems of Diablo Sport in the new media era, propose some targeted promotional strategies, and put forward a brand innovation plan. To solve the problems of inheritance and lack of added value mentioned above in this paper, a data-driven collaborative development model with resources from all sides should be built to create a new model for traditional sports.