“定位理论”在LPL中的应用研究.docxVIP

“定位理论”在LPL中的应用研究 摘要 当前，我国电竞产业处于迅速发展的趋势当中，随着电竞产业用户规模的不断增长，电竞赛事品牌LPL越来越受到更多的关注。LPL作为中国本土电竞赛事品牌有必要在这电竞产业发展态势中站稳脚跟，提高LPL品牌的竞争力。电竞赛事品牌LPL目前正向着世界顶尖电竞赛事品牌发展，LPL的品牌传播策略是其巩固自身品牌优势与迈向世界的关键因素。本文以电竞赛事品牌LPL作为研究对象，通过梳理和归纳现有文献材料，以及对LPL近十年的赛事案例进行整理和分析。通过使用定位理论对LPL品牌的消费人群定位、产品定位、经营理念定位、价格定位等分析，接着通过结合相关案例对LPL品牌传播现状以及相关的传播策略进行分析，解析LPL是如何拉近与消费者的关系，吸引消费者的目光，满足消费者的需求，从而为LPL品牌传播策略提供相应的改进建议。提出的建议包括推进本土化传播、营造群体观赛氛围、完善赛事监管体系三部分。 关键词：电竞赛事品牌；定位理论；品牌传播策略；LPL Abstract At present, my countrys e-sports industry is in a trend of rapid development. With the continuous growth of the user scale of the e-sports industry, the e-sports brand LPL has attracted more and more attention. As a local e-sports brand in China, it is necessary for LPL to gain a firm foothold in the development trend of the e-sports industry and improve the competitiveness of the LPL brand. The e-sports brand LPL is currently developing towards the worlds top e-sports brand. LPLs brand communication strategy is a key factor for it to consolidate its own brand advantages and move towards the world. This paper takes the e-sports brand LPL as the research object, sorts out and summarizes the existing literature materials, and organizes and analyzes the cases of LPL in the past ten years. By using the positioning theory to analyze the consumer group positioning, product positioning, business concept positioning, price positioning, etc. of the LPL brand, and then combined with relevant cases to analyze the current situation of LPL brand communication and related communication strategies, and analyze how LPL draws closer and consumes It can attract consumers attention and meet consumers needs, so as to provide corresponding improvement suggestions for LPL brand communication strategy. The suggestions put forward include three parts: promoting localized communication, creating a group watching atmosphere, and improving the competition supervision system. Key Words：E-sports event brand; positioning theory; brand communication strategy；LPL