Research On New Media Marketing And Communication Strategies For Military To Civilian Conversion Products

Since the 18 th National Congress of the Communist Party of China,the CPC Central Committee has upgraded the development of military-civilian integration into a national strategy,and promoted the transformation of military-civilian dual-use technology as an important measure to promote social and economic development and the rational distribution of national defense science and technology industry resources.With the rapid development of Internet information technology,the public ’s attention to military-to-civilian products is increasing.How to use new media to better realize the marketing communication of military-to-civilian products and effectively promote the implementation of military-civilian integration development strategy is one of the key issues in the field of marketing communication.This paper takes the new media marketing communication practice of military-to-civilian products of three military industrial enterprises,’ Chang ’an Automobile ’,’ Changhong Group ’and ’ Shaanxi Automobile Group ’ as the research object,and extracts 230 We Chat public number tweets and 154 Tik Tok short videos issued by the three enterprises in 2022 as research samples.Following the research logic of ’ raising questions-theoretical research-realistic research-countermeasures and suggestions ’,literature research method,case analysis method,content analysis method and entropy weight-TOPSIS analysis method are used to study and analyze the content and effect of marketing communication.In terms of content analysis,We Chat public account selects four first-level indicators : the number of tweets,the theme of tweets,the form of tweets,and interactive analysis.Tik Tok short video selects two first-level indicators : content analysis and technical form to analyze the content of marketing communication.The study found that the new media marketing communication of military-to-civilian products mainly has four problems in the content of the We Chat public account:(1)insufficient information production and lack of competition awareness;(2)the image positioning is not clear,the difference is not obvious;(3)The form of tweets is single and lacks system operation and maintenance;(4)Lack of interaction and poor quality of content.There are two main problems in the content of Tik Tok short video:(1)the emotional theme is prominent,the brand awareness is not strong;(2)The duration design is random and the playback experience is not good.In terms of effect analysis,this paper constructs a marketing communication effect evaluation index system including three first-level indicators of information production capacity,content production analysis,and audience effect feedback,as well as 12 second-level indicators such as average daily publication volume,product marketing information,and praise volume.The entropy weight-TOPSIS analysis method is used to quantitatively evaluate the marketing communication effects of the official We Chat public accounts and Tik Tok short videos of the three companies.The study found that there are three main problems in the effect of new media marketing communication of military-to-civilian products:(1)insufficient information production capacity;(2)marketing communication content positioning is not clear;(3)Poor communication.This paper believes that the new media marketing communication strategy of military-to-civilian products should be optimized and improved from the following six aspects:(1)Improve information production capacity and enhance market competition awareness;(2)Clear product image positioning,create differential marketing communication;(3)Enrich the content form of tweets and improve the system operation and maintenance capabilities;(4)Strengthen the interactive communication and improve the quality of content output;(5)Deepen the core value concept and highlight the military brand image;(6)Cultivate professional operation team and establish evaluation system.