“互联网+”背景下新媒体营销特征与策略创新性研究  

Research on Marketing Characteristics and Strategy Innovation of New Media under the Background of“Internet+”

作　　者：张忆辰 李若男 刘蕊 刘苑 ZHANG Yichen;LI Ruonan;LIU Rui;LIU Yuan(Kewen College,Jiangsu Normal University Xuzhou,Jiangsu 221000)

机构地区：[1]江苏师范大学科文学院,江苏徐州221000

出　　处：《中国商论》2022年第21期129-131,共3页China Journal of Commerce

摘　　要：互联网的发展给人们的生活带来了翻天覆地的变化,新媒体的出现改变了人们的生活和工作,同时改变了市场营销的方法。本文围绕“互联网+”背景下新媒体营销的概念和传统媒体营销与新媒体营销的差距进行分析,重点研究了“互联网+”背景下新媒体营销的特征和策略创新性,希望为新媒体营销的研究提供一定的帮助。The development of the Internet has brought earth-shaking changes to people’s lives.The emergence of new media has not only changed people’s lives and work,but also changed the methods of marketing.This paper analyzes the concept of new media marketing and the gap between traditional media marketing and new media marketing under the background of“Internet+”,and focuses on the characteristics and strategic innovation of new media marketing under the background of“Internet+”,to provide some help for the research of new media marketing.

关 键 词：“互联网+” 新媒体营销特征 新媒体营销策略 传统媒体营销 线上线下 

分 类 号：F724.6[经济管理—产业经济]