Research On New Media Marketing Strategy Of W Group

Under the background of Internet 3.0,traditional enterprises are faced with not only a major issue of transformation,but also a new challenge of brand publicity: how to use network marketing and social media to improve brand image.Traditional brand promotion modes,such as print media advertising and TV and radio advertising,can no longer meet the impact of brand in social media.Therefore,it is urgent for enterprises to create their own brand image and establish a new brand marketing strategy.With the popularity of 4G and the arrival of 5G,users can access the information services they need almost anywhere and anytime through computers,mobile phones and intelligent terminal devices.How to obtain new users and retain old users through microblog,wechat,short video and other types of publicity means,and how to build the brand's own new media matrix,has become an important mission of new media marketing.What brand marketing should do is not only to make direct profits,but also to strengthen communication with customers(users),improve user stickiness,and make customers(users)more familiar with the brand.W network technology group is a subsidiary of the parent company w group.It is an international leading commercial brand shopping center integrating retail,catering,entertainment and social networking.Relying on the real consumption scene,through the operation of various new technologies,improve the offline industry,change the business model,reduce investment,improve economic benefits,and combine the new mode and new technology to bring new system and feeling to users.Taking W Network Technology Group as an example,this paper starts with the concept of marketing and new media communication,adopts 4I marketing principle and combines with AISAS model to interpret its new media marketing strategy.By analyzing the deployment and trial and error of W Network Technology Group in new media marketing strategy,this study points out the necessity of new media marketing reform,and points out the current problems such as poor user experience,imperfect network marketing system,conflict between new media and traditional marketing,and lack of scientific promotion objectives.Then explore the theoretical basis and practical operational policy of improving brand positioning and marketing publicity.Established suitable for W network new media marketing idea technology group,according to the actual situation,put forward to provide personalized custom services,build a complete marketing system,strengthen the online community interaction and promotion strategy of introducing OKR specification,so as to change the way that the media and marketing,effective strategic goals are met.At the same time,the paper puts forward four measures to guarantee the implementation of new media marketing concept,professional new media operation,organizational structure and fund,and diversified cooperation channels.The use of new media for brand communication for enterprises focuses on the use of scientific and technological means.Only by combining the new media art with the enterprise's own development,can we adapt to the fierce market competition and strengthen the cultural effect of the enterprise.