Research On The Improvement Of Jiangli Product New Media Marketing Strategy

Under the background of the continuous popularity of new media,new media marketing is quietly changing the traditional marketing mode of enterprises.At present,the ubiquitous new media has brought tremendous impact on the traditional marketing mode.How to make good use of new media marketing to bring more room for enterprise development has become a key issue in enterprise marketing.This paper put new media marketing strategy of Jiangli products as the object of study.Through consulting and researching many research results of domestic and foreign scholars in the field of new media marketing.By means of literature research,field interviews and case studies,this paper investigates the current situation of Jiangli's new media strategy.Also summarize the problems existing in the present situation.Such as single product structure,high price,rigid communication channel,weak customer management,and lack of professional talents.Through a series of reasons analysis,this paper puts forward improvement measures for Jiangli's new media marketing strategy.Including strengthening brand building,enhancing brand awareness;deepening product positioning;diversifying communication channels,making full use of new media marketing advantages;loyal customer management,improving customer loyalty;introducing professional management personnel and other major aspects.This paper combines the theory of marketing and new media marketing,and goes deep into Jiangli's enterprise.It makes a feasible improvement study on the new media marketing strategy of this enterprise,which has a certain reference value for other small and medium-sized enterprises in China under the new environment.