Research On New Media Marketing Strategy Of AD Ornament Company

The rapid development of Internet industry has led to the new media based on digital network technology,mobile technology in recent years.Rapid advances in 5G technology,mobile phone hardware and big data artificial intelligence are taking us into the new media age.The new media has changed the marketing environment of enterprises has changed accordingly.Traditional marketing strategy is inevitably impacted and changed,which is both an opportunity and a challenge to brand marketing and dissemination.Traditional advertising could no longer meet the needs of customers,while new media marketing could provide more comprehensive information services,is one of the important marketing methods of modern enterprises.For the traditional ornament industry,how to grasp the convenience of the new media era and opening up new channels are particularly important.Founded in 2011,AD ornament accessories company is an e-commerce company positioned as an "Internet plus" fashion accessories company focused on the development,production and sale of trendy accessories.Taking AD company as an example,this study introduces the company profile and analyses the environment.Based on the AISAS model,the marketing situation of AD company is analyzed in detail.Some problems such as weak growth of new users,severe homogenization of brand,lack of personalized products,low channel conversion rate,lack of new media channels,sticky user retention and low repurchase rate are put forward.This study used in-depth interviews and questionnaires survey to analyze the factors behind the problems.In conclusion,given the aforementioned marketing issues,this study considers that the company needs to attract users’ attention,arouse users’ interest,guide users’ search,and further generate user consumption.To help traditional e-commerce brands transform their marketing methods by promoting new media marketing strategies that users could share.Finally,the corresponding implementation plan and safeguard measures are formulated,and the prospect of future research are put forward.