New Media Marketing Strategy Optimization Study

DOI

10.2991/978-2-38476-018-3_22How to use a DOI?

Keywords

Marketing strategy optimization; new media; optimization program research; industry financial analysis

Abstract

The emergence of new communication channels, including microblogs, WeChat, brief videos, and live streaming, has been accompanied by the ongoing innovation of Internet technology and has given users more diverse information access medium. The widespread use of new media has prompted new demands for business marketing strategies, and the digitization and informational capabilities of new media can also support businesses in achieving marketing effects more successfully. For the long-term success of businesses, it is crucial to figure out how to effectively utilize the benefits of new media to update marketing tactics and boost market competitiveness.

The current state of new media development is used as the starting point for this paper. Based on interviews with management and relevant staff members as well as field research, the paper analyses the current state of new media development and the issues with strategy implementation, with a focus on news timeliness, content editing and distribution, new media marketing, and resource development. Based on this, we examined the barriers preventing the execution of the new media development strategy, including the impact of the established state-owned enterprise system, the lagging notion of brand marketing, the dearth of qualified professionals, and the absence of pay incentives. In light of the fundamental situation and development advantages, this paper concludes by suggesting safeguards and countermeasures to encourage the implementation of the new media strategy. These include developing a new organizational structure, setting up a central hub for news gathering and editing, stepping up new media marketing efforts, and encouraging product system diversification. New organizational structures, a central hub for news collection and editing, increased promotion of new media, and a push for product system diversity are a few of the countermeasures.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Jiayuan Lyu
AU  - Taiwen Zhang
AU  - Caoyang Kang
AU  - Lin Yan
AU  - Yike Wang
AU  - Xiaofei Wu
AU  - Yushuang Lou
AU  - Suwan Song
PY  - 2023
DA  - 2023/03/01
TI  - New Media Marketing  Strategy Optimization Study
BT  - Proceedings of the 2nd International Conference on Culture, Design and Social Development (CDSD 2022)
PB  - Atlantis Press
SP  - 213
EP  - 219
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-018-3_22
DO  - 10.2991/978-2-38476-018-3_22
ID  - Lyu2023
ER  -