Analysis Of New Media Marketing Strategy Based On 4I Theory

With the gradual deepening of the Internet in life,the use of network platforms for communication is becoming more common,and people are increasingly relying on new media platforms for daily information exchange.The increasingly mature new media technology has not only changed people's information communication methods and lifestyles,but also brought a profound influence on the marketing and brand communication methods of many physical companies.Change to new media marketing,improve your own brand promotion,and strive to obtain new development opportunities in a fierce competitive environment.As a veteran in the traditional dairy industry,SY Company always has strict requirements on the quality of its own products.However,in the new media era of rapid development of network technology,it is still not enough to "make products with high profile,and do marketing with low profile" to face the current fierceness.Competitive environment.This article first introduces relevant theories about new media marketing at home and abroad,and elaborate on new media platforms and new media marketing methods.Combine the domestic and foreign research results with the company environment and new media marketing status,based on the traditional "4P" marketing theory,analyze the internal new media marketing status of the company in detail,and use the "SWOT" matrix for synthesis Analysis,contact with the above analysis and put forward the main reasons for the problems: lack of new media marketing concepts,monotonous new media marketing methods,lack of funds and content investment in the marketing process,and incomplete online interaction mechanisms.Based on the "4I" marketing theory,we provide corresponding countermeasures: strengthen the personalized-oriented new media marketing concept,expand the fun-oriented new media marketing methods,and increase the profit-oriented new media marketing content investment,Emphasis on interactive media-oriented new media marketing feedback mechanism.In the analysis of SY Company,this article innovatively combines classic marketing theory with new marketing theory and technology,and uses the research results of new media in communication to analyze the lack of new media marketing methods.Combining the "4I" theory with traditional marketing analysis,using new media technology to propose corresponding marketing strategies for the above issues,enumerating specific implementation suggestions from the principles of personality,fun,interest,and interaction,and summarizing better new media marketing strategies.Doing research on the new media marketing of SY Company can not only enable SY Company to carry out new media marketing more effectively,promote the development of enterprises and increase market share,but also carry out new media marketing for other companies in the industry,from traditional marketing to new media marketing transforms and innovates,and provides certain reference significance.