基于4I营销原则的中小企业新媒体营销研究  

Research on New Media Marketing of Small and Medium-sized Enterprises based on 4I Marketing Principle

作　　者：季芳[1] 马雪荣[2] Ji Fang;Ma Xue-rong(Department of Management Engineering,Fujian Chuanzheng Communications College,Fuzhou,Fujian 350007;Industry University Research Collaboration,Changzhou University,Changzhou,Jiangsu 213164)

机构地区：[1]福建船政交通职业学院管理工程系,福建福州350007 [2]常州大学产学研合作处,江苏常州213164

出　　处：《贵州商学院学报》2019年第1期56-60,共5页Journal of Guizhou University Of Commerce

基　　金：国家社会科学基金"价值创造视角下互联网平台企业商业模式创新的影响因素与创新路径研究"(16BGL032);福建省教育厅研究课题"中小企业实施微博营销策略分析"(JB12678S)

摘　　要：4I营销原则顺应网络时代产生,较之4Ps理论、4Cs理论更适合新媒体时代营销环境。实证分析中小企业新媒体营销存在内容单调、营销活动缺乏创意、用户对产品价值缺乏认同感、互动性差等问题。基于4I营销原则,提出基于趣味、利益、互动、个性化原则的中小企业新媒体营销策略。4I marketing principles are in line with the network era,and are more suitable for the new media era marketing environment than 4Ps theory and 4Cs theory.The new media marketing of small and medium-sized enterprisesare filled withboring contents,lack of creative marketing activities,lack of recognition of product value by users,and poor interactivity.Based on the 4I marketing principle,this paper proposes a new media marketing strategy for small and medium-sized enterprises based on the principles of fun,interests,interaction and personalization.

关 键 词：中小企业 新媒体营销 4I营销原则 

分 类 号：F713[经济管理—产业经济]