Research On Internet Enterprise Integrated Marketing In The New Media Environment

It has been about a hundred years when the marketing was born from a system ideal to a more mature theoretical framework. Accompanied by the changing of socio-economic environment and media environment, the system, concepts and principles of marketing theory are continually enrich ,innovation and development.The high-speed development of network technology and digital multimedia technology has thoroughly changed the traditional media environment. Internet business enterprise as an emerging enterprise is also a new media form. In a sense it is a typical embodiment of that "marketing is communication and communication is marketing".This article focuses on the research of the marketing communication status of the Internet business in today's new media environment. And I focus on Internet business marketing communication's realities and plights to inquire into Internet enterprise marketing status and basic model. In light of the new media environment, I try to summarize the existing marketing communication models of the Internet enterprise. On this basis, we pointed out the shortcomings and the difficulties faced by them. And we also try to give some positive proposals on how to reform and to avoid.The content of this article contains following three parts:The first part is that, the new media environment and its impact on the marketing communication of Internet enterprise. To understand the classification, technology characteristics and communication peculiarities of the new media is so necessary. And then, we comparative analysis the new marketing communication environment that is completely different form the past.The second part, that is the research of the main models and characteristics of integrated marketing of the Internet enterprise. In this part, we focus on the competitive patterns, growth models, profiting models and their marketing communication models of the Internet enterprise in new media environment.In the third part, we research on the plights of the marketing communication that Internet enterprises faced in new media environment, and try to give some useful suggestions. More and more Internet enterprises have taken a short-sighted and radical marketing communication strategy when they faced more and more fierce competition, leading to social problems or management problems, which make them fall into the plights of the marketing communication. Faced with these problems, the managers of the Internet enterprises how to change their minds, and guide the Internet industry to grow healthy has become an urgent problem to solve.