Research on the Optimization of New Media Marketing Strategies

DOI

10.2991/978-94-6463-098-5_62How to use a DOI?

Keywords

Marketing strategy optimization; New media; Optimization solutions research; Industry financial analysis

Abstract

The emergence of new communication channels like microblogs, WeChat, brief videos, and live streaming has increased people's access to a wider variety of media thanks to the Internet's ongoing technological innovation. The growth of new media has prompted new demands for business marketing plans, and the digital and informational capabilities of new media can also support businesses in achieving more successful marketing outcomes. New media's digital and informative features might also assist businesses in enhancing their marketing results. For the long-term success of businesses, it is crucial to understand how to effectively utilize the benefits of new media to update marketing tactics and boost market competitiveness. This study begins by looking at the present state of new media strategy development. It analyses the current state of the development of new media and the issues with the strategy's implementation, particularly in terms of the timeliness of news, content editing and distribution, new media marketing, and resource development, based on interviews with management and pertinent employees as well as field research. Based on this, the barriers preventing the execution of the new media development plan are examined, including the legacy of the state-owned enterprise system, the lagging notion of brand marketing, the dearth of qualified individuals, and the absence of financial incentives. The study also recommends creating a new organizational structure and a central hub for news gathering and editing as safeguards and countermeasures to encourage the execution of the new media strategy in light of the fundamental circumstances and development advantages. Among the initiatives are the development of a new organizational structure, the construction of a central hub for news gathering and editing, the expansion of new media marketing, and the encouragement of product system diversification.

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  - Yixuan Sun
AU  - Mingrui Gao
AU  - Yaqi Li
AU  - Yue Liu
AU  - Wei Chen
AU  - Zihui Zhang
AU  - Xianming Chen
AU  - Minghao Qiu
PY  - 2022
DA  - 2022/12/27
TI  - Research on the Optimization of New Media Marketing Strategies
BT  - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
PB  - Atlantis Press
SP  - 549
EP  - 557
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-098-5_62
DO  - 10.2991/978-94-6463-098-5_62
ID  - Sun2022
ER  -