A Research Of New Media Marketing Strategy Of S Snack Company Based On AISAS

With the development of Internet technology and the increasing number of people using internet devices,the society has entered the era of new media,which has led to dramatic changes in the mindset and lifestyle of people.From the perspective of purchasing mode,consumers’ shopping habits have slowly shifted from Tmall,JD and other Internet shopping platforms to new media platforms.At present,many new media platforms are multi-functional,which can not only have the function of publicity and communication,but also have many online shops which can directly sell goods.Of course,the new media with functions of sales and publicity not only has these advantages,but also has abilities of strong interaction and sharing and likewise those will also help companies promote products and shape their own brand image.More and more corporations want to load new media,a new marketing "weapon",in the new era.They have implemented their own new media marketing strategies,and S Snack Company has naturally constructed its own new media platform.Taking S Snack company as an example,guided by the AISAS and 4I,firstly this thesis analyzes the current situation of new media marketing in S company,and secondly analyzes the shortcomings of new media marketing in S company by collecting the data of new media platforms.On this basis,in order to deeply research the shortcomings in current new media marketing in S Company,consumer behavior questionnaires were designed based on the AISAS,and 302 valid questionnaires were collected,which were analyzed from the five dimensions of "attention","interesting","search","action" and "share".In order to put forward targeted suggestions,we beforehand learned problems of S Company through questionnaires and analyses of new media marketing methods in the current situation.There have been some problems in the new media marketing strategy in S Snack Company,such as limited communication,poor content quality,the lack of creative idea,poor interaction effect,insufficient searching enthusiasm in consumers,insufficient purchasing desire and unwillingness to share.Based on the five dimensions of AISAS,this thesis puts forward corresponding countermeasures,such as combining with hot events,to beautify new media images,enhancing attraction,and attracting consumers’ attention;Creating own IP image,using emotional marketing strategies,implementing cross-border marketing strategies,and enhancing consumer’s interest;Increasing the cooperation with KOL,expanding the coverage of KOL in new media platforms,and increasing the searching enthusiasm of consumers;Using visual effect,adding price labels,increasing the sense of urgency,increasing promotional methods,and stimulating consumers’ purchasing desire;Developing advantages of platforms to meet consumers by using the new media group,and guiding consumers to share and spread by increasing the frequency of promotional activities.The research on the new media marketing strategy in S snack food company is to improve the competitiveness of S company on the new media platform,promotes the spread of the content about company’s new media,increasing the purchasing rate of consumers,promotes the development of the company’s new media marketing,and provides some reference for the new media marketing strategy of other companies in the snack food industry.