The Strategy for Improving the Propaganda Degree of The China Cup Sailing League

Abstract

This paper studied the strategy to improve the publicity of the China Cup sailing League by using social media. This paper reviewed the model of consumer engagement and puts forward four factors that affect the degree of consumer participation longitudinally, namely data exposure, the requirement of consumers, brand uniqueness and loyalty as well as social cognitive attitude towards sailing. In this paper, SWOT analysis was used to first study the internal strength and weaknesses of the China Cup. Then, combined with the overall research background of this paper, including the rapid development of Internet media and the overall popularity of sailing, external opportunities and challenges faced by the league were analyzed. The following conclusions were drawn and solutions are proposed. China Cup already has a certain media publicity system, but some activities cannot be carried out as planned due to a lack of sponsorship. A marketer can first promote the whole sailing sport to different regions and people which fundamentally changes people's attitude toward sailing to obtain more financial support, and better present its characteristics and connotations.