Research On Enterprise Marketing By Virtue Of Network New Media

21century is the century of high-tech, be "information" century. Along with the high speed development of the modern network technology and its widespread application in various domains, humanity’s original life style and mode of production have changed a lot. They also provide opportunities and challenges for economic and social change. As the Internet’s expanding number of Internet users, China is the largest in the world and still in the high growth phase, Internet penetration rate has also catch up the global average level. To a certain extent, China has entered a new era of internet economy. With the leaping development of Internet and its application, all sorts of network new media constantly emerging, the speed of generation and propagation velocity of information are soaring, we are currently facing an explosive growth of the information amount, the external environment of the enterprises has undergone profound changes, especially the marketing environment. The traditional media can no longer meet the demand of enterprises to maintain and develop the market. Many enterprises have begun to take action to conform to the development trend of the network new media. COFCO is a typical representative among the enterprises which use network new media to do the marketing and the results are satisfying.Network new media is a collective noun and still in the constant process of evolution and development. The dissertation, combined with the origin, development and current situation of network new media, select SNS network community, web games and microblog as its representative to carry out research. Network new media has a strong influence because of its highly interactive, unlimited by space and time, decentralized, multimedia, high performance and high growth characteristics. Through network new media, one enterprise can get a better insight of the market and its requirements. It offers possibility to add new marketing methods, reduce costs and improve the efficiency and effectiveness of marketing. Now network new media has been concerned widely by both academic and business area. There is a certain forward-looking and strong practical significance to discuss the application of network new media in enterprise marketing:it can encourage enterprises to innovative their marketing strategies and methods dynamically by network new media in the fierce market competition, so as to consolidating company’s business and to achieve better development.As the nation’s largest National Cereals, Oils&Foodstuffs Import&Export Corporation and a powerful food manufacturer, COFCO has the same age with new China. COFCO is a large enterprise which has been listed consecutively among Fortune Global Top500companies since1994. After "the whole industry chain" was put forward to achieve strategic transformation in2009, COFCO has sized up the situation, and make full use of the Internet for creative marketing campaign. Network new media marketing practice have been implemented for three times until now by COFCO. The first one was cooperated with "kaixin001"(one of the biggest SNS network community) and introduced "Yuet live planting Competition" game in order to promote the new product "Yuet living juice". The second one was cooperated with MSN to research and develop the "food production team" game, to popularize the "industrial chain, good product" business philosophy and its products. The third one was cooperated with "sina microblog" and set up one "A Better Life@COFCO" microblog to begin interactive marketing. According to the STP market positioning theory and new marketing concepts such as relationship marketing, Integrated Marketing and Viral Marketing, the COFCO’s network new media marketing practice which mainly contained:choose the hottest network new media, choose the strongest one, choose the one which have the same target customers as enterprise itself, choose the one which can communicate with the target customers smoothly, keep innovation and provide Virtual and physical rewards to attract and keep the target customers’ participation enthusiasm. The three elaborate network new media marketing practice had drawn widespread attention and received a good effect.The emerging network new media can play incomparable advantage in the enterprise marketing. They can help enterprises achieving marketing goals easily. Reference to the practice experiences of COFCO network new media marketing and in order to grasp new media network rapid development and marketing opportunity, the enterprise can pay attention to the following advices:(1) choosing marketing media dynamically;(2) using marketing media profoundly;(3) borrowing the strong brand media mutually.