Research On The New Media Marketing Strategy Of L Brand Jewelry

Since the information revolution,digital technology has advanced by leaps and bounds,and smartphones have entered thousands of households.Followed by the blowout development of new media,information dissemination methods are also diverse,from traditional channel marketing can only consumers receive information in one direction,new media platform and users constitute a strong connection,become everyone is an information disseminator.With the blessing of Internet technology,marketing theory has also continued to iteratively improve.New media platforms have brought new opportunities and challenges to enterprises,and how to use modern marketing theory to transform new media into their own strategic advantages is an urgent problem for every business leader.Jewelry companies rely heavily on traditional offline channels,and how to adapt to the trend and become consumer-oriented when new media marketing methods such as live streaming and Douyin group buying are in the ascendant is of decisive significance.This paper selects L brand jewelry enterprises as the research object,first uses SWOT to evaluate the marketing environment,then relies on 4P theory and 4I theory,combines the needs of L brand jewelry enterprises,analyzes the marketing status from the perspectives of product strategy,channel strategy,promotion strategy,price strategy,etc.,and then analyzes the research data through the questionnaire method,and summarizes the urgent problems to be solved in the brand’s new media marketing from the four aspects of personalization,fun,benefit and interaction in the 4I theory.Finally,corresponding measures and safeguard measures to optimize new media marketing are proposed.This paper combines the classic 4P marketing theory with the new media marketing theory,analyzes the shortcomings of the existing marketing methods for the enterprise,puts forward optimization strategies such as interesting new media marketing concepts,sharing benefits and enhancing interactive new media marketing methods,and puts forward corresponding organization,talent and capital protection measures.It would guide the development of enterprises due to the situation.