“互联网+”背景下会展企业新媒体营销策略优化分析.pdfVIP

企业•官理」Enterprise8cManagement

互联网+”背景下会展企业新媒体营销策略优化分析

□张静

(广东青年职业学院工商管理系，广东广州510515

摘要：创新2.0及互联网+的热潮推动了会展营销向新媒体营销转变。本文针对会展企业新媒体营销过程中存在的定位不清、方式单

一、内容固化和功能受限等问题，分析了新媒体传播的机制，基于SWOT阐述了现阶段会展企业新媒体营销的优势、劣势、机遇和威胁，由此提出

了转变营销理念、组建专业营销团队、提髙网络信息传播水平、优化网络营销渠道选择新媒体手段及平台、加强传播内容的及时性有效性、改善

互动交流功能和提升网络安全性的优化措施，以期能够给会展企业提供有效的新媒体优化建议。

关键词：互联网+;新媒体；会展营销

中图分类号：F270.7文献标识码：A文章编号：1004-0714(202012-0133-04

ResearchonNewMediaMarketingStrategyOptimizationofExhibitionEnterprisesundertheBackgroundoflnternet+

ZHANGJing

(ManagementDepartment,GuangdongYouthVocationalCollege,510515,Guangzhou,Guangdong,China)

Abstract:Innovation2.0andtheupsurgeof^Internet+havepromotedthetransformationofexhibition

marketingtonewmediamarketing.However,therearestillsomeproblemsinthenewmediamarketingprocessof

exhibitionenterprise,suchasunclearposition,singlechannel,changelesscontentandrestrictedfunc-

tions.BasedonthemechanismanalysisofnewmediatransmissionandSWOTanalysisofstrengths,weaknesses,

opportunitiesandthreatsofnewmediamarketing,someoptimizationmeasurescanbeconcluded,suchas,to

transformmarketingidea,formaprofessionalmarketingteam,improvethelevelofthenetworkinformation

transmission,optimizenetworkchannelsandchoosenewmediamarketingplatforms,strengthencommunication

contenttime!inessandeffectiveness,improvethefunctionofinteraction,andpromotenetworksecurity,

whichcanbeusedtooptimizethenewmediamarketingofexhibitionenterprises.