Research On New Media Marketing Strategy Of G Glasses Company In The Digital Economy Era

The development of the digital economy has attracted the attention of many luxury brands at home and abroad.Driven by the digital economy,more and more relevant brands have made proactive attempts to carry out various tasks based on their own development aspirations and market changes.G Glasses has also made unremitting efforts in new media marketing.Due to the increasing attention paid to new media,it has become an inseparable part of people’s lives,especially among young people.Mobile media has developed rapidly using people’s fragmented reading habits and convenient and fast advantages.Therefore,it is an inevitable choice to use new media to market products to adapt to the continuous changes in the market.Various social platforms,vertical apps,and self media are becoming increasingly familiar and powerful tools for marketing.Using new media platforms to promote information,drive interaction among netizens,and enhance user stickiness has become a necessary means of marketing.In the digital economy era,how luxury enterprises and brands use new media to gain users and enhance brand influence has also become one of the focuses of enterprise attention.This article selects G Glasses Company,a luxury brand,as the research object,starting from the era background of the digital economy,This thesis analyzes the current marketing situation of the company,and uses case study methods and questionnaire surveys to summarize the four problems existing in the new media marketing of G Glasses.That is,the degree of online and offline integration is poor,the degree of development and utilization of new media platforms is low,the lack of efficient interaction with new media platform audiences,and the lack of integration with the actual needs of the Chinese luxury consumer market.Find out the reasons for the marketing problems existing in G Glasses Company.Based on the 4I theory,the company’s new media marketing strategy is proposed.Including strengthening entertainment marketing,enhancing emotional identity,opening up multiple interactive scenarios,and accurately positioning luxury consumers.In order to ensure the orderly implementation of new media marketing strategies,corresponding safeguards have also been proposed.That is,improve the company’s organizational structure,improve marketing systems and incentive mechanisms,increase capital investment and technical support,and strengthen customer relationship management to ensure brand influence.