Research On The Market Positioning And Strategy Combination Of The Start-up B New Media Company

With the development of network technology and new media,With the increasing pace of work and life,the demand for information is characterized by high speed and various forms.Currently,China has issued a series of policies to guide and support the development of the Internet and new media industry,which not only forms a huge market,but also keeps the dividend period developing,so it draws more and more attention of entrepreneurs' eyes.But in fact,most of these start-up new media enterprises face serious problems,such as the uneven level of technology,the un-clear market positioning,the chaotic management mode and so on.Moreover,some entrepreneurs hope to occupy the market rapidly with their creativity,thus achieve sustainable development,which completely ignores the nature and importance of market management.Particularly,in the new media industry,once the lack of recognition of the capital market,these start-up enterprises will gradually lose competitiveness,resulted in the enterprises lose vitality,gradually go into recession,and finally dissolve.As a startup new media company,B company is facing such problems.This paper takes B company as the analysis object,the author uses PEST analysis and Porter Five Forces analysis to comprehensively analyze the macro environment,demand environment and competitor environment of new media marketing and determines the future and sustainable development.Then,the author clarifies the development of the same type of new media companies and the needs of audiences through questionnaires and interviews.Considering the above situation,aiming at the strategic problem of unclear market positioning of B new media company,the STP marketing strategy adopted to re-segment the market,the positioning of the market.Also,referring to the unclear marketing strategy of B company,the author adopts the 4I Network integrated marketing strategy to formulate a comprehensive new media marketing strategy from four aspects of interest,interaction,interest and personalization.For other start-up new media enterprises with the same characteristics as B,the author hopes they can also learn from the research of market positioning and strategy combination adopted in this paper to help their enterprises improve their competitiveness,find their breakthrough direction and achieve success in the fiercemarket competition.