广州慕可生物科技有限公司新媒体营销策略分析.docxVIP

广州慕可生物科技有限公司新媒体营销策略分析 摘要：互联网时代，新媒体的出现为“媒体+电商”营销模式奠定了无可厚非的基础，商家也纷纷意识到新媒体与电商结合的重要性，寻找新媒体的“适销对路”。新媒体与传统媒体相比，其更具“专对性”，即其用户画像更加明确及准确，同时新媒体结合了当代消费者的生活习惯、时代背景和时代潮流，因此新媒体平台拥有广大的使用群体，新媒体营销对于当代电商企业显得尤为重要。电商企业结合各新媒体平台的规则及消费者的特点采用不用的营销策略“沉淀粉丝”以促进粉丝变现。 本文首先分析了新媒体营销的背景、意义及其现状与前景，然后以广州慕可生物科技有限公司为例子，研究分析其旗下自主品牌WIS在小红书、微信和抖音平台上所采用的营销策略及其运营情况，重点从新媒体营销策略方面分析其存在的问题及导致问题出现的原因。 结合广州慕可生物科技有限公司新媒体营销策略的实际情况，本人在深入研究分析的基础上，对广州慕可生物科技有限公司新媒体营销策略出了几点建议：（1）多听多学，增强创新意识；（2）明确品牌定位,树立品牌效应；（3）注重团队建设，避免个人主义；（4）保证内部信息及时同步，实现资源有效整合；（5）加大对粉丝运营的投入比重，增强粉丝体验感。 关键词：新媒体，新媒体营销，营销策略，广州慕可生物科技有限公司 Analysis of New Media Marketing Strategy of Guangzhou Muke Biotechnology Co., Ltd. Abstract: In the Internet era, the emergence of new media has laid an unquestionable foundation for the media + e-commerce marketing model. Businesses have also realized the importance of combining new media with e-commerce and are looking for marketable solutions for new media. Compared with traditional media, new media is more specific, that is, its user portraits are more clear and accurate. At the same time, new media combines the lifestyles, backgrounds and trends of contemporary consumers, so the new media platform has a vast The use of groups, new media marketing is particularly important for contemporary e-commerce companies. E-commerce companies combine different rules of new media platforms and the characteristics of consumers to adopt different marketing strategies to precipitate fans to promote the conversion of fans. This article first analyzes the background, significance, current status and prospects of new media marketing, and then uses Guangzhou Muke Biotechnology Co., Ltd. as an example to study and analyze the use of its own brand WIS on Xiaohongshu, WeChat and Douyin platforms. Marketing strategy and its operation, focusing on the analysis of the problems existing in the new media marketing strategy and the reasons leading to the problems. Combining with the actual situation of the new media marketing strategy of Guan