新媒体及其营销策略探究.docVIP

新媒体及其营销策略探究 ［摘i要］在互联网崛起的环境下新媒体应运而生，新媒体的出现为市场营销提 供了新的可能性，企业在传统市场营销的基础上开始关注和实施新媒体营销，利 用新媒体进行企业市场营销是不可阻挡的时代潮流。既然新媒体是市场营销的利 器之一，我们就得从传统的市场营销理论屮发掘可以适用于新媒体营销的理论， 使新媒体营销也越来越有章可依。通过新媒体的概念、特点和分类，我们在了解 清新媒体时代的发展规律后，探究新媒体营销的市场细分、目标受众和市场定位, 并根据企业自身特点来制定匹配的新媒体营销策略，比如服务策略、品牌策略、 组合策略、知识策略等，企业则应提供个性化的更优秀于别的企业的服务给消费 者，才能取得更火的成功。 ［关键字］新媒体 市场营销 营销策略 New media marketing strategy [Abstract] In the Internet era of the rise of new media environment, emerge as the times require. The new media to create a virtual society concept, changeour concept, life style and mode of thinking. It provides a new possibilityfor marketing, more and more enterprises begin to pay attention to and implementation of the new media marketing on the basis of traditional marketing, new media has the very big superiority in the informationtransmission efficiency and transmission speed, using new mediamarketing is the irresistible trend of the times. Since the new media is one of the marketing tool, we have to also can be applied to new media marketing theory from the traditional marketing theory, the new media marketing is more and more depended on. The concept，characteristics and classification of new media，we understand the law of development of fresh media era，explore new media marketing，market segmentation,target audience and market positioning, and to develop new media marketing strategy matching according to its own characteristics, such as new media marketing service strategy, brand strategy，portfolio strategy，knowledge strategy，enterprises should try their best to provide better personalized services to consumers in other enterprises, in order to achieve greater success. [Key word] New media Marketing Marketing strategy TOC \o 1-5 \h \z 弓 I s 3 HYPERLINK \l bookmark2 \o Current Document \h 一、 基于信息时代的新媒体概述 4 HYPERLINK \l bookmark3 \o Current Document \h （一） 新媒体的概念 4 HYPERLINK \l bookmark4 \o Current Document \h （二） 新媒体的特点 4 HYPERLINK \l bookmark5 \o Current Document \h （三） 新媒体的分类 6 HYPERLINK \l bookmar