Research on IP Persona Construction and Marketing Strategy in Sports Short Video

Journal: Journal of Higher Education Research DOI: 10.32629/jher.v6i4.4309

Jiacen Geng

Sports Department, Xi'an Petroleum University, Xi'an 710065, Shaanxi, China

Abstract

With the rapid growth of short video platforms, sports content dissemination has gained significant momentum, especially in the development of sports IP personas and marketing strategies. Applying theories from communication, symbolic consumption, and brand marketing, this study examines the construction and promotion of sports short video IPs. Using literature review, case analysis, and data analysis, it identifies clear user targeting, differentiated content creation, and cross-platform collaboration as key factors in building effective sports IP identities. Furthermore, data-driven precision marketing has substantially improved commercial conversion rates. The optimized strategies provide theoretical and practical insights for sports content creators, platform operators, and the broader commercialization of sports short videos.

Keywords

sports short video; IP construction; character building; marketing strategy

Full Text

PDF - Viewed/Downloaded: 2 Times

References

[1] He Chunli. Research on the dissemination and development of sports short video content [J]. Western Radio and Television, 2022,43(24):16-18.
[2] Zhang R ,Tian Y . The Impact of Short Video Marketing on the Consumer Willingness to Consume Immersive Experience Projects [J]. Frontiers in Economics and Managemen, 2024, 5 (5):
[3] Guo Yulian, Chen Gang, and Wang Yue. A Study on the Research Trends of Sports Symbols from the Perspective of Semiotics [J]. Journal of Shenyang Sport University, 2015,34 (05):23-27.
[4] Feng X .Feng X . Analysis of the Risks and Development Strategies of Short Sports Videos in the Context of Fusion Media—Taking CBA League-related Sports Short Videos as An Example [J]. Journal of Social Science and Humanities, 2022, 4 (9):
[5] Li Han and Meng Yuke. The International Image Building and Communication Effect Evaluation of Sports Stars: A Case Study of Zheng Qinwen [C]. International Hockey Federation (FIB), International Sports Conditioning Association (ISCA), Chinese Hockey Association (CBF). Proceedings of the Fifth International Congress on Sports Science (Part II). National Open University Experimental College; Sichuan Film and Television College, 2024:2-6.DOI:10.26914/c.cnkihy.2024.030970.
[6] Liu Hongbo, Jiang Liang. The Mechanism and Improvement Path of the Effectiveness of Short Video Dissemination of Folk Sports Events in China —— A Case Study of 'Village BA' [J]. Sports Culture Guide, 2025, (01):46-53.
[7] Wang Xi. Analysis of the Communication Effectiveness of Short Video Content Marketing: A Case Study of Douyin Platform [J]. Media Forum, 2024,7 (09):57-59. Yu Zhihong. Semiotics of Communication [M]. Shanghai: Shanghai Jiao Tong University Press, 2007.
[8] Li Wei and Cao Qiao. Brand Communication of Sports Short Videos from the Perspective of Innovation Diffusion Theory [J]. Internet Weekly, 2023, (05):19-21.
[9] Xuebing D ,Hong L ,Nannan X , Xuebing D ,Hong L ,Nannan X , et al. Short video marketing: what, when and how short-branded videos facilitate consumer engagement [J]. Internet Research, 2024, 34 (3): 1104-1128.
[10] Pan Xinrui, Chen Bin, Ji Zhengxuezi. TikTok Analysis of Hot List Case Studies and Operational Strategies — A Case Study of Liu Genghong's' Cloud Fitness' [J]. Sound Screen World, 2024, (01):88-90.

Citing this article:

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License