New Media Marketing Strategy Optimization Study

Abstract

The emergence of new communication channels, including microblogs, WeChat, brief videos, and live streaming, has been accompanied by the ongoing innovation of Internet technology and has given users more diverse information access medium. The widespread use of new media has prompted new demands for business marketing strategies, and the digitization and informational capabilities of new media can also support businesses in achieving marketing effects more successfully. For the long-term success of businesses, it is crucial to figure out how to effectively utilize the benefits of new media to update marketing tactics and boost market competitiveness.The current state of new media development is used as the starting point for this paper. Based on interviews with management and relevant staff members as well as field research, the paper analyses the current state of new media development and the issues with strategy implementation, with a focus on news timeliness, content editing and distribution, new media marketing, and resource development. Based on this, we examined the barriers preventing the execution of the new media development strategy, including the impact of the established state-owned enterprise system, the lagging notion of brand marketing, the dearth of qualified professionals, and the absence of pay incentives. In light of the fundamental situation and development advantages, this paper concludes by suggesting safeguards and countermeasures to encourage the implementation of the new media strategy. These include developing a new organizational structure, setting up a central hub for news gathering and editing, stepping up new media marketing efforts, and encouraging product system diversification. New organizational structures, a central hub for news collection and editing, increased promotion of new media, and a push for product system diversity are a few of the countermeasures.