新媒体赋能企业市场营销创新:优势、挑战与策略  

Marketing Innovation of New Media Empowering Enterprises:Advantages,Challenges and Strategies

作　　者：谷二米[1] GU Ermi(Department of Economic and Trade Management,Shanxi Institute Of Mechanical&Electrical Engineering,Changzhi 046011,Shanxi)

机构地区：[1]山西机电职业技术学院经贸管理系,山西长治046011

出　　处：《湖南工业职业技术学院学报》2023年第1期33-37,共5页Journal of Hunan Industry Polytechnic

基　　金：山西省教育科学规划课题“基于高职在线课程‘金属材料焊接工艺’开展混合式教学的实践研究”(项目编号:HLW-20194)。

摘　　要：新媒体已成为颠覆传统营销模式的新生力量,企业借助新媒体开展市场营销创新,能够提高营销传播力,进而提升企业的营销效益。然而,在新环境、新技术不断发展的背景下,对于大多数企业来说,基于新媒体开展市场营销创新面临着来自渠道、资源、技术等诸多方面的挑战。因此,企业既要以内容为王,强化品牌塑造;又要以渠道为基,明确传播策略;还要以技术为擎,实现数字精准赋能,从而促进企业市场营销效能最优化。New media has become a new force that overturns the traditional marketing model.By using new media to carry out marketing innovation,enterprises can improve the communication power of marketing and thus enhance the business efficiency.However,in the context of the continuous development of new environment and new technology,most enterprises face challenges in terms of channels,resources and technology in developing marketing innovations based on new media.Therefore,enterprises should focus on the content and strengthen brand building;define the communication strategy based on channels;and take technology as the engine to achieve digital accurate empowerment,so as to promote the optimization of enterprise marketing efficiency.

关 键 词：新媒体 市场营销 营销创新 

分 类 号：F274[经济管理—企业管理]