新媒体环境下大连小微企业市场营销策略分析——以T公司为例

Marketing strategy analysis of small and micro enterprises in Dalian under the new media environment——Taking T company for example

随着互联网的快速发展,互联网的时速性和高效性正逼迫着市场营销迅速转型,向着更全面、更高效的方向发展,新媒体营销应时而生。文章以T公司营销策略研究为例,通过内外部环境分析,了解T公司目前的营销现状,发现公司新媒体品牌营销存在线上营销方式单一、市场定位与路线不清晰、商城传播力弱、缺乏全局规划等问题。通过进一步梳理这些问题,在新媒体营销理论、品牌传播理论、整合营销传播理论等的指导下,结合T公司主要消费人群的特点,扩大线上营销渠道、完善自有电商平台以及整合新媒体账号等方面提出了针对性的新媒体市场营销策略及措施。

With the rapid development of the Internet,the speed and efficiency of the Internet is forcing the rapid transformation of marketing,towards a more comprehensive,more efficient direction of development,new media marketing should be born.This paper takes T company’s marketing strategy as an example,through the analysis of internal and external environment,understand the current marketing status of T company,found that the company’s new media brand marketing has a single online marketing method,market positioning and route is not clear,weak mall communication and lack of global planning and other problems.Through further combing these problems,under the guidance of new media marketing theory,brand communication theory and integrated marketing communication theory,and in combina tion with the characteristics of T company’s main consumer groups,this paper puts forward targeted new media marketing strategies and measures in terms of expanding online marketing channels,improving its own e-commerce platform and integrating new media accounts.