随着互联网在生活中逐渐深入，借助网络平台的传播形式越发常见，人们日常信息 交流途径也越来越依赖新媒体平台。日渐成熟的新媒体技术不仅仅改变了人们的信息交 流方式和生活习惯，也为众多实体公司的营销和品牌传播方式带来了深刻影响，不断尝 试和探索线上营销模式，逐步由传统营销模式向新媒体营销转变，提升自身品牌推广度， 力求在激烈的竞争环境中获得新的发展机遇。 SY食品公司作为传统乳品欧亿·体育（中国）有限公司中的元老，始终对自身产品质量严格要求，但是在 网络技术飞速发展的新媒体时代，仅仅是“高调做产品，低调做营销”还是远远不足以 面对当下激烈的竞争环境。本文首先介绍国内外有关新媒体营销相关理论，对新媒体平 台和新媒体营销方式做出阐述。将国内外研究成果与公司环境和新媒体营销现状相结合， 以传统“4P”营销理论详细分析企业内部新媒体营销现状，使用“SWOT”矩阵进行综 合分析，联系以上分析提出其问题成因主要是：缺乏新媒体营销理念、新媒体营销手段 单调、营销过程缺少资金和内容投入、线上互动机制不完善等。再针对问题从“4I”营 销理论为出发，提供相应对策：加强个性化为导向的新媒体营销理念、拓展趣味性为导 向的新媒体营销手段、加大利益性为导向的新媒体营销内容投入、注重互动性为导向的 新媒体营销反馈机制等。 本文在分析SY食品公司时创新地将经典营销理论与新的营销理论技术相结合，并 运用传播学中关于新媒体方面的研究成果，剖析新媒体营销方式上的欠缺。即将“4I” 理论融合进传统营销分析，运用新媒体技术对以上问题提出相应的营销策略，从个性原 则、趣味原则、利益原则、互动原则列举具体实施建议，总结出更优的新媒体营销策略。 针对SY食品公司的新媒体营销做探究，不仅可以使SY食品公司更有效地开展新媒体 营销，推动企业发展提高市场占有率，同时也为欧亿·体育（中国）有限公司内其他企业开展新媒体营销，由传 统营销向新媒体营销转变创新，提供一定的借鉴意义。 关键词：互联网，新媒体营销，营销策略 III ABSTRACT WiththegradualdeepeningoftheInternetinlife,theuseofnetworkplatformsforcommunicationis becomingmorecommon,andpeopleareincreasinglyrelyingonnewmediaplatformsfordailyinformation exchange.Theincreasinglymaturenewmediatechnologyhasnotonlychangedpeople'sinformation communicationmethodsandlifestyles,butalsobroughtaprofoundinfluenceonthemarketingandbrand communicationmethodsofmanyphysicalcompanies.Changetonewmediamarketing,improveyourown brandpromotion,andstrivetoobtainnewdevelopmentopportunitiesinafiercecompetitiveenvironment. Asaveteraninthetraditionaldairyindustry,SYCompanyalwayshasstrictrequirementsonthe qualityofitsownproducts.However,inthenewmediaeraofrapiddevelopmentofnetworktechnology,it isstillnotenoughto"makeproductswithhighprofile,anddomarketingwithlowprofile"tofacethe currentfiercenesspetitiveenvironment.Thisarticlefirstintroducesrelevanttheoriesaboutnewmedia marketingathomeandabroad,andelaborateonnewmediaplatformsandnewmediamarketingmethods. Combinethedomesticandforeignresearchresultswiththecompanyenvironmentandnewmedia marketingstatus,basedonthetraditional"4P"marketingtheory,analyzetheinternalnewmediamarketing statusofthecompanyindetail,andusethe"SWOT"matrixforsynthesisAnalysis,contactwiththeabove analysisandputforwardthemainreasonsfortheproblems:lackofnewmediamarketingconcepts, monotonousnewmediamarketingmethods,lackoffundsandcontentinvestmentinthemarketingprocess, andincompleteonlineinteractionmechanisms.Basedonthe"4I"marketingtheory,weprovide correspondingcountermeasures:strengthenthepersonalized-orientednewmediamarketingconcept, expandthefun-orientednewmediamarketingmethods,andincreasetheprofit-orientednewmedia marketingcontentinvestment,Emphasisoninteractivemedia-orientednewmediamarketingfeedback mechanism. IntheanalysisofSYCompany,thisarticleinnovativelycombinesclassicmarketingtheorywithnew marketingtheoryandtechnology,andusestheresearchresultsofnewmediaincommunicationtoanalyze thelackofnewmediamarketingmethodsbiningthe"4I"theorywithtraditionalmarketinganalysis, usingnewmediatechnologytoproposecorrespondingmarketingstrategiesfortheaboveissues, enumeratingspecificimplementationsuggestionsfromtheprinciplesofpersonality,fun,interest,and interaction,andsummarizingbetternewmediamarketingstrategies.Doingresearchonthenewmedia marketingofSYCompanycannotonlyenableSYCompanytocarryoutnewmediamarketingmore effectively,promotethedevelopmentofenterprisesandincreasemarketshare,butalsocarryoutnew mediamarketingforothercompaniesintheindustry,fromtraditionalmarketingtonewmediamarketing transformsandinnovates,andprovidescertainreferencesignificance. KEYWORDS:Internet,Newmediamarketing,Marketingstrategy I 目录 摘要...............................................................................................................................1 ABSTRACT.....................................................................................................................III 1绪论.............................................................................................................................1 1.1研究背景及意义..................................................................................................1 1.1.1研究背景...................................................................................................1 1.1.2研究目的...................................................................................................2 1.1.3研究意义...................................................................................................2 1.2国内外文献综述...................................................................................................3 1.2.1国内研究现状...........................................................................................3 1.2.2国外研究现状...........................................................................................4 1.2.3文献综述...................................................................................................5 1.3研究内容及方法..................................................................................................6 1.3.1研究内容...................................................................................................6 1.3.2研究方法...................................................................................................6 1.4可能的创新与不足..............................................................................................7 2相关理论概述.............................................................................................................9 2.1新媒体营销理论阐述..........................................................................................9 2.1.1新媒体基础定义.......................................................................................9 2.1.2新媒体营销现状.......................................................................................9 2.1.3主要的新媒体营销平台.........................................................................10 2.2营销策略相关理论和分析工具........................................................................11 2.2.14P营销理论.............................................................................................11 2.2.24I营销理论.............................................................................................12 2.2.3SWOT分析.............................................................................................14 3SY食品公司概况及新媒体营销策略现状..............................................................15 3.1公司经营概况....................................................................................................15 II 3.1.1SY食品公司概述....................................................................................15 3.1.2公司运营现状.........................................................................................15 3.2SY食品公司新媒体营销背景及现状...............................................................16 3.2.1SY食品公司新媒体营销背景................................................................16 3.2.2SY食品公司新媒体营销策略现状........................................................18 3.2.3基于4P理论的新媒体营销策略分析..................................................19 3.3SY食品公司新媒体营销策略SWOT分析.....................................................21 3.3.1优势分析........