医药企业新媒体矩阵传播策略研究——以亚宝药业为例

Research on new media matrix communication strategy of Pharmaceutical enterprises:Yabao as an example

本文从面向目标消费者(B2C),以及面向企业、利益相关方(B2B)两个维度入手分析了亚宝药业不同新媒体平台公号的传播目标和传播效果。研究发现,亚宝药业通过对新媒体矩阵的统合管理,初步形成“传播系统合力”,辐射各自不同的目标受众人群,公号间相互联系支撑,发挥出立体化传播的优势。研究建议,亚宝药业建立跨部门沟通机制,拓展矩阵宽度,创新传播形式,促进新媒体矩阵进一步提升竞争力。

With the rapid development of mobile Internet technology,various new media platforms are emerging in an endless stream,and information dissemination is becoming more and more diversified.Companies also set up various public accounts on different platforms.This paper analyzes the communication objectives and effects of the public accounts of different new media platforms of Yabao Pharmaceutical from the two dimensions of target consumers(B2C)and enterprises and stakeholders(B2B).The study found that through the integrated management of the new media matrix,Yabao Pharmaceutical initially formed a"communication system force",radiated different target audience groups,and gave full play to the advantages of three-dimensional communication.The research suggests that Yabao Pharmaceutical should establish a cross-departmental communication mechanism,expand the width of the matrix,innovate the form of communication,and promote the new media matrix to further enhance its competitiveness.