企业开展新媒体营销方式及策略分析.doc

第 PAGE 1 页 共 12页 PAGE 分类号： U D C： 密 级：公 开 编 号： 学位论文 企业开展新媒体营销方式及策略分析 论文作者姓名： 申请学位专业： 申请学位类别： 指导教师姓名（职称）： 论文提交日期： 年 月 日 企业开展新媒体营销方式及策略分析 摘 要 新媒体产业的迅速崛起带动了基于互联网、无线网络、数字广播电视等网络基础上众多产业的变革、转型和融合。新媒体所营造的赛博空间和虚拟社会的概念，大大改变了我们肉身世界的概念，改变了我们的咨讯传播方式、思维方式和生活方式。 新媒体的发展，使得企业营销形式日益多样化。越来越多的企业在传统营销的基础上开始关注和实施新媒体营销。本论文其中的一个目的就是从传统营销理论中发掘可以适用于新媒体营销的理论，使新媒体营销也越来越有章可依。 新媒体时代的营销有别于传统时代营销的最显著的特点是，知识营销策略将会在新媒体营销中占据越来越重要的地位，对营销人员也提出了更高的要求，它要求营销人员高素质、高学历、熟悉行业知识，善于学习和运用营销理论和技巧，又要熟悉各种新媒体技术以及自己所在行业的技术，在营销过程中要体现社会责任感，使企业的发展和社会的发展走在同一个方向上，这样的营销才会获得成功。 关键词：新媒体；营销；目标市场 Enterprises to develop new media marketing and strategic analysis Abstract The rapid rise of the new media industry led to the Internet, wireless networks, digital radio and television networks on the basis of a number of industry changes, restructuring and integration. Cyberspace and the virtual world concept, created by the new media changed the concept of our physical world, changed our Oration mode of transmission, ways of thinking and way of life. Development of new media, enterprises increasingly diverse forms of marketing. More and more companies started to pay attention on the basis of traditional marketing and implementation of new media marketing. A purpose of this paper is to explore from the traditional marketing theory can be applied in the theory of new media marketing, new media marketing is also growing chapter according to. The most notable feature is the marketing of the new media age is different from the traditional era of marketing, knowledge of marketing strategy will occupy an increasingly important position in the new media marketing, and marketing staff also put forward higher requirements, which requires marketing staff quality, highly educated, familiar with the industry knowledge, good at learning and the use of marketing theory and techniques, but also familiar with a variety of new media technology, and technology industries, and to demonstrate social resp