Research On Enterprise Of WHT Brand Promotion Strategy Based On New Media

With the arrival of the era of Internet,under the background of market economy,m obile computers become a variety of new media at a high speed.Compared with traditio nal media,new media has gradually highlighted its advantages in brand promotion due t o its relatively strong interaction: the interaction between brand owners and consumers a nd the interaction between consumers;With high accuracy: the information is directly s ent by the brand and directly output to consumers;High privacy: you can set the access rights and send information and other advantages.In a word,new media has gradually d eveloped into one of the very important ways for enterprises to promote their brands.This paper takes the transformation of WHT enterprise from traditional medicine e nterprise to beauty industry as the representative of the transformation of traditional ente rprises,and analyzes its brand promotion strategy based on new media as the research o bject.Firstly,analyze and study the domestic and foreign research in related fields.Seco ndly,it summarizes the new media and brand promotion,and takes the two theories of b rand positioning and brand promotion as the research basis.Then,through the study of t he depth interview of WHT enterprise management and summarized by using the metho d of empirical analysis WHT problems existing in the enterprise in the new media brand promotion,and summed up in the following aspects: brand positioning is not clear,the brand image has not been established,there is a lack of brand consciousness,the lack of media brand communication laid,lack of user operation,lack of content,and does not f orm the social marketing;Thirdly,through the questionnaire survey of WHT enterprise customers,the customer characteristics of the enterprise were fully understood from the aspects of user population,consumption preference,behavior characteristics,category p otential,star category,consumption channels and network behavior.On this basis,the media matrix suitable for WHT enterprise is established.Finally,WHT enterprise was designed for the brand promotion strategy based on ne w media: after determine the brand positioning,brand design,in the promotion stage att ention to clear the following several aspects: to determine the different class promotion t heme,find the suit a point of industry market,choose to suit oneself enterprise commun ication platform,information to be accurate,form to diversity,to solve the interactive ex perience and information.In short,to establish the process of promotion,do a good job i n content operation,data operation and user operation.This research is based on the brand promotion strategy research of WHT enterprise s based on new media,which can not only help WHT enterprises to solve the current pr oblems to some extent,but also bring brand promotion experience to other related indus tries and enterprises.