Research On Content Marketing Strategy Of New Media E-Commerce Enterprise Shanghai Yitiao Network Technology Co.,Ltd

At present,we are in the era of new media,and the changes of new media emerge in endlessly.In this context,a lot of new enterprises are born,which take new media as the main way of entrepreneurship.With the continuous growth of China's new media industry and the rise of social media,the social e-commerce and content e-commerce industries are booming.However,due to the rapid development of technology and industry,the concept of content marketing and related theories of content marketing have not yet formed a complete unified conclusion,so the theoretical system of content marketing is not perfect.The content marketing methodology summarized by some practitioners and professional consulting agencies has not yet reached a unified operational consensus in the industry.Shanghai Yitiao Network Technology Co.,Ltd.,hereinafter referred to as "Yitiao",is a new Internet media that focuses on short life videos.It is also a new media e-commerce enterprise.In the process of entrepreneurship and operation,it has repeatedly faced the problems of development positioning and marketing strategy selection.It has made some achievements in the field of content marketing,but there is still room for improvement.Therefore,by studying the current situation and problems of " Yitiao " in the field of content marketing,this paper attempts to put forward the content marketing strategy for it under the existing theoretical framework,which has a certain reference value for new media e-commerce enterprises and a certain necessity for the improvement of content marketing theory.First,the thesis defines the basic concepts of new media marketing and content marketing,and according to the sequence of traditional marketing theories,new media marketing theories and content marketing,it sorts out the marketing theories affecting new media content e-commerce companies,including traditional marketing theories.4P marketing,4I marketing theory,new media communication rules(AIDMA / AISAS / SICAS)and the development reasons,development status,characteristics,content production type,content production model and content marketing 4P theory of content marketing.Then,based on the traditional 4P theory and the new 4P theory of content marketing,this paper analyzes the current situation and causes of the content marketing of "Yitiao",then investigates and analyzes the marketing environment of "Yitiao" Network Technology Co.,Ltd.,analyzes the external marketing environment by PEST method,and analyzes the company's internal marketing environment from the aspects of strategic positioning,business mode and core competence.And SWOT analysis of "Yitiao" is carried out;Then it combs the problems existing in the marketing strategy of "Yitiao" Network Technology Co.,Ltd;Finally,on the premise of making clear the strategic direction of so,this paper puts forward "Yitiao" content marketing strategy: first,grasp the latest trend of content marketing;Second,refine the strategic objectives of content marketing:(1)deepen the advantages of PGC,strengthen the professional attributes of MCN,seize the opportunities of industrial development;(2)expand the breadth and depth of content and product structure;The third is to establish PPCCCI model and optimize the implementation strategy of content marketing.Suggestions are as follows:(1)expand the product chain and maintain the competitive advantage of aesthetic differentiation;(2)build professional KOL to guide the online and offline three-tier channel linkage communication and feedback;(3)tap the user value needs and emotional resonance,optimize the content creation and communication effect;(4)improve pugc aesthetic ecological community,Strengthen topic implantation and interaction(5)establish big data marketing index system.The "Yitiao" enterprise itself is still in the process of continuous improvement and development.This paper only studies the existing industry and technical background,hoping to contribute reference value to content marketing theory,and help new media e-commerce enterprises increase social benefits.