A Study On The Influencing Of New Media On Marketing Performance

With the rapid development of many types of technologies,such as Internet technology,media technology,and human-computer interaction technology,Changes in Internet technology have led to changes in marketing methods.In the new media era,there are more product marketing channels and more flexible marketing mixes.In the competition for market share,marketers have more opportunities to sell their products to consumers,but the application of new media to corporate marketing The impact of performance is not yet clear.Therefore,exploring the influence factors of new media applications on corporate marketing performance can provide reference and reference for corporate marketing management and performance management,and promote enterprises to improve marketing performance.On the basis of combing the existing literature and related scales,taking fast-moving consumer goods companies as research objects,using questionnaires to obtain data,and constructing a structural equation model to explore the influencing factors of new media on corporate marketing performance,the conclusions of the study are as follows:(1)It can be seen from the various observation models of the structural equation.The emergence of new media applications has greatly reduced the costs of publicity and sales of FMCG companies.Among the factors influencing marketing capabilities,fast-moving consumer goods companies should focus on the cultivation of corporate customer management capabilities;among the factors affecting marketing performance,fast-moving consumer goods companies should reduce their pursuit of financial performance,and more Focus on customer satisfaction,brand loyalty,and product innovation.(2)A path structure model of the impact of new media applications on corporate marketing performance is constructed.New media applications and marketing capabilities have a significant positive impact on corporate marketing performance.The empirical results of the structural equation model show that the impact of the application of new media on corporate marketing performance is greater than the impact of marketing capabilities on corporate marketing performance.Therefore,fast-moving consumer goods companies should not exclude the use of new media platforms and means in their daily management.(3)The findings also show that corporate marketing capabilities have played a mediating role in the relationship between new media applications and corporate marketing performance.New media applications not only improve the marketing performance of enterprises,but also improve their marketing capabilities;and the impact of new media applications on corporate marketing capabilities is less than the impact of new media applications on corporate marketing performance.From the aspects of gradually cultivating the application of new media technology in enterprises,improving customer management capabilities,enhancing customer satisfaction,loyalty,etc.,the management inspiration to promote corporate marketing performance is proposed.