New Media Marketing And Its Application Strategy:a Research Based On FMCG(Fast Moving Consumer Goods)

With the rapid iteration of information technology,new media develops in an overwhelming way.People change the manners of getting,communicating and exchanging information tremendously,which deeply impact people's consuming behavior.FMCG(Fast Moving Consumer Goods)industry is closely connected to people's daily life.How to influence the users' consuming decision becomes the core of FMCG brand communication.The essence of marketing upgrades from the original inform information,inspire the desire and get the business to build up the sustainable relationship between brand and users.FMCG brands expect the brands to achieve the turnover and build the brand awareness.The traditional advertising on TV,radio and magazines can't meets the expectation due to high cost,long lead time and inaccurate target user coverage.Now intelligence phone has become the main channel of communication and mobile internet brings up the overturning revolution to communication,the new media era comes up at the right moment.New media marketing has changed the communication from single-mass to single-single.Various channels and forms also match the user's mindset and behavior in the new era.This essay is working on the research of new media marketing application on FMCG industry.The paper focus on FMCG and starts with the meaning of new media marketing,to elaborate the features of new media marketing compared to traditional media marketing.It compares the different channels of new media and analyze the various ways to discuss the specific application and strategy in FMCG.With research in domestic and international literatures,also combined with typical case study,it analyzes the role and effect in themodern marketing.Through data comparison,it states the positive influence on the development of FMCG.The paper explores the solid theoretical basis for new media marketing application in the FMCG industry.