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The new media marketing

2019-11-06 来源: 51Due教员组 类别: Paper范文

下面为大家整理一篇优秀的paper代写范文- The new media marketing,供大家参考学习,这篇论文讨论了新媒体营销。新媒体营销,是一种通过各类新媒体平台进行市场营销的一种营销方式。在媒体条件越来越分散的情况下,流量的获取变得越来越难,用户的消费行为也变得越来越多样化。未来,网络直播、移动社交平台和短视频会逐渐成为新媒体营销的重要部分。在如今的大数据时代,就需要企业将互联网上散乱的数据结合在一起,并对其进行分析和提炼,企业可以利用这些提炼出来的数据结果运用到新媒体营销中。

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New media marketing is a way of marketing through various new media platforms. Under the circumstance that media conditions are increasingly dispersed, traffic is increasingly difficult to obtain, and consumer behavior of users is becoming more and more diversified. So, in this form, it is very important to know how to layout new media marketing. According to last year's digital new media marketing trends report, nearly 70% of brands Lord said they would increase their investment in new media marketing in the future, and more than 80% of advertisers said they would continue to increase their investment in digital new media marketing in the future. In terms of marketing budget allocation, most advertisers believe that marketing channels will continue to develop towards mobile terminals in the future, and more than 80% of advertisers agree to increase the new media marketing budget of mobile terminals in the future. Due to the rapid development of mobile Internet technology, there are more and more ways to carry out promotion activities through mobile terminal. New media marketing must combine a large amount of Internet data, so as to achieve effective advertising and reasonable promotion of products. In the future, network broadcast, mobile social platforms and short video will gradually become an important part of new media marketing. With weibo, WeChat and other new media platforms as the core, combined with friends' advertising circle and access to all kinds of information and information, to build a full range of brand promotion activities, increase the investment in the field of word-of-mouth marketing, so as to create a good brand reputation and maximize profits. More than half of the enterprises said that this year they will focus on how big data can promote the development of new media marketing and increase the research and analysis of big data. In today's era of big data, enterprises need to combine scattered data on the Internet, analyze and refine them, and enterprises can use the data results extracted to apply to new media marketing. Therefore, studying the application of new media in marketing and analyzing its advantages and disadvantages can enable us to have a further understanding of the development status and existing problems of new media marketing, and take targeted measures to promote the further development of enterprises in the field of new media marketing.

The development of new media has provided many low-cost or even free marketing platforms for marketing. On the other hand, the cost of product communication and promotion has been greatly reduced. In the popularization of the Internet technology is not the traditional media era, enterprises need to spend huge cost to promote your brand information, but in today's new media era, if the enterprise product information rich enough, can the interest of Internet users, consumers will be in imperceptible in help you to carry on the promotion, the promotion effect is more apparent than the enterprise itself, it also greatly reduces the cost, which reduces the enterprise marketing costs.

Compared with traditional marketing methods, new media marketing is more accurate in terms of keywords searched by users in various portal websites and targeted advertising promotion on new media platforms such as weibo and WeChat. Nowadays, consumers are more interested in personalized products, and customers prefer to use their own ways to obtain useful products or information, while enterprises can understand the needs of consumers by using various kinds of network technology tools. In this way, in the process of new media marketing, enterprises can carry out accurate marketing according to the potential needs of customers.

Nowadays, in the dissemination and promotion of product information in new media marketing, product public praise plays an increasingly important role. Only when your product has a good public praise among consumers can your product spread more widely. Domestic enterprises only reasonable different marketing effective combination, marketing effect can be more obvious. Therefore, on the new media platform, the ways of marketing communication are becoming increasingly diversified.

In new media marketing, enterprises can learn users' hobbies and other basic information in communication and interaction with consumers, select effective data for themselves from a large number of user information, and then launch targeted precision marketing for potential customers with these targeted data. Take Facebook, twitter and other foreign new media platforms as an example, the enterprise extracts and analyzes these large amounts of user data to find the consumer groups suitable for itself, and then carries out targeted marketing to these consumer groups, which will greatly enhance the effect of the enterprise's new media marketing.

Abdollahi Elahe believes that the main characteristic of the new media is it easier to quickly spread in the ordinary people, this is due to the effective application in the new media of Internet technology, makes the spread of information more convenient and concise, also enhanced the Internet user interactivity, can easily communicate and interaction between them, this also is helpful for the development of new media itself. What enterprises need to do is to let customers participate in the communication activities, so that the brand can be integrated into the daily communication of customers, generate a good reputation, and continuously spread and promote among consumers, so that the marketing effect of enterprises can be greatly improved. New media marketing will put consumers at the core, more easily to meet the personalized needs of customers.

At present, most of the staff responsible for the management and operation of the company's new media are lack of professional knowledge and practical ability, and the company has not set up a professional management department and corresponding new media positions for new media marketing, which shows that the operation level is not high. However, some enterprises have achieved good results in this respect, such as huawei, lenovo, xiaomi and so on. Taking huawei as an example, huawei has established a professional operation management department for the operation of new media, arranged professional personnel to timely monitor all kinds of data and public opinion trends of new media, and set up a professional new media operation team and new media marketing planning team to realize the marketing plan. It is these business strategies and professional new media talents that give huawei the marketing advantage in the new media environment.

The cost of new media marketing is mainly in two aspects, one is the cost of new media marketing promotion through new media platforms such as portals, search engines and social media, and the other is the cost of planning various new media marketing plans and strategies. However, as far as the current situation is concerned, many enterprises lack professional new media marketing talents, so they have to obtain all kinds of new media data from the outside, thus increasing the cost of new media marketing. In the field of new media marketing, there is a common misconception that new media marketing does not cost anything. The cost of new media marketing is far lower than the cost of traditional media marketing, but this does not mean that there is no cost, to make a reasonable investment in it, in order to obtain a reasonable return. At present, more and more companies are gradually increasing the investment capital of new media marketing, trying to take advantage of the diversified new media marketing field.

Traditional media mainly carry out rigid qualitative communication and promotion for the audience, that is, enterprises only send product information. In contrast, new media marketing is to publicize and promote to consumers through the open and Shared Internet, and consumers can participate in marketing activities anytime and anywhere. Nowadays, consumers are no longer interested in the one-way transmission of traditional marketing methods, but want to play a part in it. Therefore, enterprises need to break away from the qualitative thinking and marketing strategy of traditional media marketing, strengthen the interaction with consumers and apply it in new media marketing. In this way, consumers' needs can be fully understood, marketing strategies can be improved, and market information transmission can be optimized to achieve full competition. The present enterprise in this aspect has not played its huge superiority far, obtains the better effect.

In today's new media environment, every consumer may become the main body of information communication, and this uncontrollable mode of communication is also a hidden danger of new media marketing. New media has the effect of presenting the truth, users create and search information, acquire knowledge and further understand based on the information about the product. Once they have formed an opinion, they can share it with others. If they have a bad opinion about the company or the product and the company does not control it, the situation cannot be remedied. Therefore, when carrying out new media marketing, enterprises can release and promote targeted advertising information to consumers with the user information they have mastered, but they cannot inculcate marketing ideas into consumers actively.

In today's society with developed Internet technology, new media marketing has gradually become the mainstream and replaced traditional marketing methods as an important marketing method of enterprise marketing management. The commercial value obtained by enterprises cannot be estimated. New media marketing can greatly increase the market sales of enterprises, enhance the brand influence of enterprises, and improve the degree of adhesion between enterprises and consumers. The business value pursued by the enterprise is mainly in these three aspects. However, the company tends to increase market sales in the operation of new media, but ignores the relationship between the enterprise and consumers and customer satisfaction. The increase in sales will bring short-term benefits to the enterprise, but it will bring long-term value to the enterprise if it can deal with the relationship with consumers.

First of all, enterprises should set up their own internal new media operation platform and new media management department, with special positions to expand new media marketing business and plan reasonable new media marketing strategies. The existing resources within the enterprise are used to carry out various new media marketing businesses every day, and the records should be registered every day, and the recorded data should be reported to the management department every certain period, and the reasonable new media marketing strategies should be arranged for the following marketing activities through continuous analysis and research. Secondly, different forms of new media are applied and diversified new media marketing platforms are combined. While using the Internet marketing platform, we can also use smart phones and other mobile platforms to conduct new media marketing. The widespread use of smart phones by the public has changed the previous offline consumption mode in China, and there are huge new media marketing opportunities. Therefore, in the new media environment, while attaching importance to Internet marketing, enterprises should also pay attention to the new media marketing platform on the mobile terminal, which is conducive to improving the transmission speed of new media marketing, enhancing the communication between enterprises and consumers, and enhancing the accuracy of new media marketing. In addition, new media marketing mode of enterprises should be innovated in combination with new media technology that keeps improving. Wang xin and wang ning believe that in order to better adapt to the rapid development of new media technology, it is necessary for Chinese enterprises to find marketing strategies suitable for new media. Enterprises should actively make use of new media technology to provide consumers with an appropriate consumption channel and enhance customers' understanding of their products and brands, so as to achieve better marketing results of new media. And occupy the priority share of marketing market.

The development history of new media marketing is only 5 or 6 years, and there are not many new media marketing talents in China. Therefore, when there are not enough new media talents, enterprises must have their own talent training mechanism. Through planning effective talent training plans, enterprises can reasonably explore, promote and cultivate their own new media marketing talents, so that enterprises can achieve sustainable development in the field of new media marketing.

If an enterprise wants to achieve good results in the field of new media marketing, it also needs to invest in it. Although the cost of new media marketing is greatly lower than that of traditional marketing methods, enterprises cannot mistakenly believe that new media marketing does not need to invest any capital. Enterprises should formulate a standardized new media marketing strategy and arrange a reasonable budget in the field of new media marketing according to the market situation, so that enterprises can achieve effective marketing results in the context of today's diversified new media.

When enterprises publish product information and brand promotion on their official websites, official weibo and other new media platforms, they can also release some interactive activities such as games and questionnaires to enhance the interaction between enterprises and consumers. Then, by analyzing the interactive feedback data of customers, the enterprise can classify the main potential consumer groups and find out the new media platform with the highest utilization rate, so as to carry out targeted marketing activities to meet customers' consumption habits. In this way, the marketing effect of new media marketing can be greatly improved.

Managers of enterprises should now consider the brand reputation risks brought by new media, what are the consequences of these risks and how to control the reputation risks generated by new media platforms. Since the information released by enterprises on the new media platform is very public, when there are some problems with their products, it may spread crazily among their target consumers, which will have a great negative impact on the reputation of enterprises. This requires enterprises to deal with problematic products in a timely manner, resolve conflicts with users, maintain their own brand reputation, and strengthen the management and control of new media marketing. This plays a central role in furthering the company's strategic objectives, building relationships with stakeholders and ultimately creating value for itself by enhancing and maintaining a good reputation.

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